Ben Leventhal is a New York native and has his preferences down pat. Several years ago, when Ben met Matt, a newbie to the City who didn’t know places to go or things to do, Ben was inspired to start a blog called She Loves New York(SLNY). The concept is basic: Ben addresses you, the reader, as “Matty” and gives you lists of recommendations based on his knowledge about how the City works — what’s hot, what’s not, easiest time to secure a reservation at certain restaurants, etc. It’s a guide geared towards men, with tips on how to impress girls by being “in the know.”
The site is unique in its voice and persona. The design is sparse, using simply a red typewriter typeface on a white background. When you first reach the site, the phrase “SHE LOVES NY” is the only content on the page. To enter the site, you don’t click on the actual words but rather a specific hot spot in the white space just below. Once you enter, the navigation is unique as well — there’s just a list of words, some highlighted (active content) and others not. The site is overall rather cryptic and very intriguing. The design illustrates the concept. There’s an unmarked entrance, and the entire site speaks in the New York nightlife vernacular. There’s not much hand holding going on. You either get it or you don’t.
