Marketing Strategy & Copywriting for Award Winning Brand Studio

Their founder, Castenzio, recently commissioned me for strategic marketing support as he underwent a visual rebrand.

Cusumano has flourished into an award winning business since its launch in 2017. This includes hosting expert sessions with Adobe and twice featuring in Logo Lounge.

In those years, Castenzio has worked with a wide variety of clients in different sectors. But he wanted his new website to focus on key areas where his experience has the most depth.

This led us to mapping out his ideal customer personas. From this point, we could easily speak to these different personas and their specific needs, all whilst sticking to a unified brand voice.

Caz wanted to avoid feeling like a brand and design agency where the vibe is a little too cryptic. The brand tone of voice we worked on communicated his expertise in a straightforward, but approachable way. All of the aspiration, with less of the mysticism.

First off - I fundamentally disagree with the philosophy of making content fit your design. You need to figure out what you need to say. The two aspects should go hand in hand. If either of these take too much of a priority, the overall experience suffers.

It's something I had to bear in mind when working live on this project with Caz. Once I'd crafted the ideal copy, I reworked many elements of the Squarespace design to make the experience more digestible, and to adapt more smoothly to our new copy. I considered factors such as visual hierarchy and avoiding design fatigue.

It's been a pleasure to be a part of the Cusumano website refresh. Moving forwards, Caz will continue to call on my expertise as we develop an evergreen content marketing strategy. This will help his business to reach more of his target audience organically. It'll also position him as a voice of authority in his space.