The top frame of the theme should remain the same, so if you look at this page: http://www.chooseveg.com/foodplate , the top two inches - up until the white bar beneath "Food plate" will remain the same. Similarly, the textured beige on the sides of the rest of the page will remain there. But the main middle section of the page should be completely changed.
What we want to do is create two pages for the website: 1) a blog post page (that has one single blog post and then links to other blog posts); and 2) a blog overview page that has colorful links to a bunch of individual blog posts.
For the specific blog post page, we want a page that is really optimized for sharing. Think http://www.upworthy.com/a-seriously…away?c=fea ; http://www.viralnova.com/panda-bear-anteater/ ; etc. Like those sites, the goal of our blogs is to drive as many webpage shares as possible. The content on the specific page will vary; sometimes it will be a video, sometimes a big photo, sometimes a news article, so make sure the design can accommodate all three of those things. There should also be space (presumably on the right column and/or beneath the blog post) to plug other blog pieces, similar to the layout of the upworthy link above.
The second page is the blog overview. We really like this look: https://www.thedodo.com/, with all the attention grabbing pictures. It doesn't have to look that way, but something very engaging like that.
As far as general design...The design of the pages should not look out of the place with the rest of the ChooseVeg.com site; it should have a similar tone/feel/style to the rest of the ChooseVeg.com site, but you can take creative liberty with the layout. As you can imagine, we want something that looks very slick, modern, bright, clean and with large pictures (much like the rest of the site). The upworthy and viralnova pages above are examples of general layout, but we want our blog to be less cluttered than theirs are. This is kind of cool too, although again way too cluttered for what we want.
Feel free to message me with any clarifying questions! The bottom line is we want something modern, slick, and clean with big colorful pictures/embedded video, and that is optimized to drive lots of sharing on social media (so has big facebook and twitter share buttons, perhaps in multiple places).