I originally worked with the Rookie Moms—Heather Flett and Whitney Moss—designing their 510Families.com site a few years ago. They recently came to me, asking to help them refresh the look of their original site, RookieMoms.com. Since they launched the site in 2005, it has grown substantially. (As have their respective children—five in all! Rookies no more.) They have an avid online following on both Facebook and Twitter, and two books under their belt. They wanted a site that retained the original look and feel, but reflected the earned sophistication and depth of content. Last, but not least, the site is integrated with their advertising network, monetizing all that content. I love seeing these smart, savvy women succeed in their work!