JSYK is a site dedicated to speaking to the "tweener" - kids age 9-12. With so many sites talking to either elementary kids or teenagers, the tween audience has few options. JSYK jumps in head first with a site that speaks to the issues and interests of this very unique and influential audience.
The design is simply about having fun. The logo and backgrounds are intended to frequently change, focusing audience attention on the emotion behind the brand rather than one execution.
JSYK is quickly becoming one of the most popular tween sites on the web.