Overview

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.

Foster Made initially brought Mutti onboard to tackle copy for the relaunch of their own website. That project soon led to others and now Mutti is on retainer for ongoing content support. (This case study focuses primarily on the website project.)

Goals

There are a lot of web design-development agencies in the world competing for business. 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)

Discovery

The first step in Mutti’s process is research and discovery. We began by reviewing a number of Foster Made strategy documents–everything from communications guidelines to a brand strategy report–to help us understand their approach to content. We also looked at some sample proposals and reviewed their company values. Finally, we spoke with key members of their team–their founder, brand director, and UX design lead.

Next, we needed to better understand industry norms and Foster Made’s current positioning in relation to the competition. So, 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 we thought worked, what didn’t work, and any areas of opportunity.

Approach

Part 1: Branding & Messaging

The main takeaway–Foster Made has an opportunity to lean into its forward-thinking approach to tech, including its embrace of composable infrastructure, user-centered design, and a people-first approach. This would help differentiate their business and better appeal to their target audience.

In terms of the Mutti products we provided at this stage, they included: the competitive assessment and content audit of the Foster Made site, 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, Mutti was free to kickstart the content development phase.

Part 2: Content Development

To stay organized, we created a Google Spreadsheet to track all of the website pages, note considerations, and track project status. We create individual copy docs for each page of the site, all linked to the spreadsheet. 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.

EXAMPLE

WHAT WE DO

We build custom solutions drawing from the very best technologies.

No templates

You won’t find templated solutions here. Your needs and the needs of your customers are unique.

User-centered

Our UX discovery and UI design process builds a la carte and omnichannel digital solutions guaranteed to delight, engage and convert.

Composable tech

We draw from the best composable technologies ensuring your digital products are always up-to-date.

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. (Note: The new site has not launched yet, but is coming soon!)

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. These include refining and polishing their core company values, creative copywriting for an internal awards project, and content strategy and copywriting for the Foster Made blog. Mutti looks forward to partnering with Foster Made for the long-term, helping them with all of their content needs, big and small.