It was my role in this project to take Jon Leverrier's work on the main Blooming Direct site and turn it into a fully-functioning blog. It was an interesting sort of collaboration, as Jon had already built the HTML templates for the main web site — I used what he had done as a starting point and found ways to incorporate his work with a recognisable blog feel, to create something that was in-keeping with the established style of the site.
The headings are delivered in a fancy, non-standard font not every visitor will have installed on their machine, so I decided it would be best to use sIFR text, a JavaScript and Flash solution which replaces web text with Flash text, to output them. This ensures the vast majority of visitors will see the site exactly as the designer intended, while search engines and users without Flash or JavaScript installed can still read the text in an elegantly degrading web standard font.