I’ve done it. I’ve changed the design of my blog. Out has gone the masthead that has loyally followed me for the first tempestuous 11 months in the blogosphere. And in comes a new one by Claudia Moeller (who Tweets @ludg8cre8ive).

Why did I do it? 

I loved my original social media identity, used on my blog’s masthead (above) and as an avatar. The photograph that I used was taken during UBM Live’s first ever Digital Achievement Day.  I got a call to go down to another floor of our office and everyone (I mean everyone!) was wearing a paper mask of my face. I am the digital director so it showed that “we are all digital now”.

Very On Being John Malkovich.

I loved that photo. My reason for plunging into the social web in the first place was to find out what our company needed to know and work with my colleagues to make the social web fun and profitable. The photo made me feel that my colleagues were holding my hand in what was, at first a pretty, lonely place.

Then a month ago, I attended the Web 2.0 Expo in San Francisco. It was the first time I had had the opportuni