Within already existing website of Usce Shopping Center we realized a completely original vision of blog usage, as separate and innovative communication channel. We created a concept that refers to the structure and contents of the blog, with the goal of its modernization and so as to generate greater number of visits.  By introducing attractive columns and ghost authors, we emphasized various possibilities that are available for visitors of all ages and profiles. With the goal to promote new visual identity, we also created a teaser campaign – playful Insta Point frames and colorful fortune cookies additionally drew attention of visitors to visit their favourite online spot in town – #NoviUsceBlog.