Foster Made
A successful strategy and copywriting project for a website redesign has evolved into an ongoing relationship, with Mutti providing everything from content marketing and social media support to video and photography services.
What We Did
web content
branding
content marketing
video
About the client
Foster Made is a tight-knit team of digital solutions specialists located in Richmond, VA. They design and develop websites, mobile apps, and other custom products for forward-thinking brands across the globe and across industries.
standing out from the pack
Goals
Foster Made initially brought us on to write copy for a redesign of their website. The goal was to differentiate Foster Made from the competition and attract larger, more progressive clients willing to invest in high-performance composable technologies.
Content goals included the following:
Clearly communicate key differentiators–what is unique and special about Foster Made
Advance Foster Made’s business goals: appeal to forward-thinking brands willing to make significant investments in their tech stack, but without alienating a broader audience
Strike the right voice and tone; Foster Made’s team is hard-working and highly skilled, kind and confident (but not boastful)
After the success of that initial project, we were retained to continue supporting these goals through content marketing and social media support.
Expanding our Understanding
Discovery
We began by reviewing Foster Made’s strategy documents–everything from communications guidelines to a brand strategy report–to help us understand their approach to content. We also looked at sample proposals, reviewed their company values, and spoke with key members of their team, including their founder, brand director, and UX design lead.
We then conducted competitive research to better understand industry norms and Foster Made’s current positioning relative to the competition. Equipped with a list of five Foster Made competitors, we audited each of the agencies’ websites and did an in-depth audit of the current Foster Made site. We noted what worked, what didn’t work, and any areas of opportunity.
A forward-thinking approach
Branding and Messaging
The main takeaway from our discovery and competitive research was that Foster Made had an opportunity to lean into its forward-thinking approach to tech. We recommended they highlight their embrace of composable infrastructure, user-centered design, and a people-first approach to differentiate their business and better appeal to their target audience.
With this in mind, we drafted a new brand statement with unique positioning and sample copy for the website. Once the CEO and Brand Director signed off on the new direction, we kickstarted the content development phase.
deliverying the goods
Content Creation
We created individual copy docs for each page of the site, all linked to a central spreadsheet for tracking. All documents were shared with the Foster Made team so they could check in at any time and easily leave feedback.
Working with Foster Made’s Brand Director, we prioritized pages for copywriting. Then we worked our way through each page, flagging drafts for review, and implementing edits based on client feedback. We referred back to the brand statement throughout the process to ensure consistency and imbued copy with Foster Made’s voice–warm, friendly, confident, but not boastful.
Revised content was added to the Figma designs for a final round of review and approval by Foster Made’s Founder.
Results
Results
The process was highly collaborative and the resulting copy clear, concise, compelling, and unique. This is copy that will help Foster Made grow as a business and reach it’s goal of attracting larger, more tech-forward companies.
An Ongoing relationship
Retained Services
To build on insights gained during research and discovery and continue our positive working relationship, Mutti has since been hired on retainer to support Foster Made with miscellaneous projects.
We’ve developed a close relationship with their leadership and marketing teams, and have taken the time to learn what makes Foster Made tick. This allows us to provide the kind of high-quality content you’d expect from an employee, with the flexibility and scalability of an agency. Content provided includes:
Landing Pages
Newsletters
Case Studies
Journal Articles
End-to-end video creation (planning, lighting, shooting, editing)
Photography
LinkedIn Posts
