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Changing «Askbot» to «the name of your website» is quite easy.
Go to the settings page:
http://example.com/settings/QA_SITE_SETTINGS/
and find the section «URLS, keywords & greetings. Then change the shortname setting.

In my case, I have total control on the text because I use the French version, that I update the way I want. Maybe you can't do that.

Now about the design, this gets tricky since I only know how to change the text for now. Maybe you could install from source and change the templates:
https://github.com/ASKBOT/askbot-devel/tree/master/askbot/templates/email

Good luck!