Progress: Ta-da! So obviously the website is up and running. I've already made several design decisions, some of which are still in the pipeline, but there is still much to do. One surprisingly interesting thing I've had to deal with so far, is focus testing.
As set out in my first project blog, one of the first things I needed to determine was how to brand the website. Branding in this case is about making a focused, marketable 'image' for the site. This isn't just about creating some iconic graphic for a product; it's about defining a style and consistent message, about narrowing the scope of the content, targeting a specific audience, and figuring out exactly what benefit this site has to offer that audience.