At the beginning of our project, we sat down for a brainstorming session: What should our website be all about? Who were we targeting? What content was relevant? How should we separate personal experiences and general tips? In this way, we created a concept that gave answers to all these questions and defined our presence. It was essential to us that we address a very broad target group with the website: on the one hand, fellow Erasmus students, on the other, tourists and natives of Hamburg as well. In addition, we specifically wanted to target an audience of younger people. Thus, we decided to create a corporate style using youthful, direct language. To bring a personal touch to our blog, we wrote from a ‚first person‘ perspective and addressed the reader directly. To suit our target group, we decided to use the German language.