Xander posed the following challenge:

I've seen websites where the site name is written in big letters across the site in the same colour as the page background but shadows have been added to the inside of each letter to give the illusion of the site name having been stamped into the page background.

I think it looks pretty difficult and something that you would really need a package like photoshop to do.

Can Fireworks do this?

Easy enough. Let's see how I'd do that for codestore.

First thing I'd do is draw a rectangle in "codestore blue" and write codestore on top of it in the "codestore font" (AKA World of Water).

In order to manipulate the text we need to select it and then right click and choose "Convert To Paths". Then right click it again and choose Ungroup. You'll end up with a vector-based shape for each letter, as below:

Now, de-select all the letters and then select just the C along with the rectangle. Then, from the Modify menu choose Combine Paths -> Punch.

That just knocked out a C-shaped hole in the blue rectangle. Now select the O and the rectangle and repeat the last step.

Keep going until all the letters are punched through.

Now from the menus choose Modify->Canvas->Canvas Color. Change it to the same as the rectangle.

All you need to do now is add a Drop Shadow filter to the rectangle and you're done.

It could probably do with a bit of tweaking to make it look just right. To me it only looks like a punch out if you get close enough to the screen. From here it look a bit like raised "bubble" letters.

Is that what you meant Xander?

This was time-consuming more than it was difficult. As with the other examples I've posted, it's just a case of knowing what all the tools do and knowing how to apply them and in what order.

UPDATE: It's been pointed out in the comments that this is a ridiculously over-complicated approach.

The best way to do this is write your text in the same colour as the background and then simply add an Inner Shadow filter to the text itself! So simple, it hurts. You can even change font!!