Arcane Foundry Studios
Building Arcane Foundry Studios’ Early Digital Presence
BRANDING · CONTENT STRATEGY · SOCIAL MEDIA · WEB DESIGN · SEO · ANALYTICS
A long-term marketing contract focused on building the studio’s website, brand voice, social presence, SEO foundation, and marketing assets for audience growth and product promotion.
ROLE
Social Media Manager & Marketing Strategist
INDUSTRY
TTRPG / Book Publishing
TIMELINE
July 2022 - May 2026
MAIN GOAL
Build a stronger digital presence and consistent brand voice.
PROJECT SNAPSHOT
THE CHALLENGE
Arcane Foundry Studios had a growing catalog of tabletop role-playing game (TTRPG) books and ambitious creative concepts, but no cohesive digital home to support them.
They lacked a website, social media presence, and a clear brand voice, making it difficult to reach new audiences and convert interest into sales.
The challenge was to build a sustainable marketing foundation that captured their fantasy-focused, “by fans, for fans” identity while establishing systems for long-term growth.
STRATEGY
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Before building out content, I looked at the broader tabletop gaming market to understand where Arcane Foundry Studios could stand out. This included competitor research, audience and customer persona development, content analysis, and identifying the interests, questions, and pain points most likely to shape the customer journey.
competitor analysis | audience personas | content gaps
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At the awareness stage, the goal was to introduce new audiences to AFS through content that was visually distinctive, easy to engage with, and connected to the interests of tabletop players. Social posts, short-form videos, blog content, character concepts, and worldbuilding topics helped attract attention without requiring people to already know the studio or its products.
social posts | short-form | blog discovery | SEO
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Once someone discovered AFS, the focus shifted toward helping them understand what made the studio and its work worth following. Educational posts, product previews, blog articles, behind-the-scenes content, website pages, and consistent brand messaging gave potential customers more opportunities to explore the world, learn about the products, and build trust in the studio.
product previews | long-form articles | behind-the-scenes content
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At the conversion stage, the goal was to make the next step clear and easy. Product-focused landing pages, launch content, promotional posts, email messaging, benefit-driven copy, and direct calls to action were designed to move interested audience members toward joining the community, reading more, signing up for updates, or purchasing a product.
product pages | launch copy | email CTAs
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After someone followed, subscribed, or purchased, the strategy focused on giving them reasons to stay connected. Ongoing editorial content, studio updates, community-focused posts, product expansions, newsletters, and opportunities for interaction helped turn one-time interest into a longer-term relationship with the AFS brand.
newsletters | studio updates | community posts | product expansions
WHAT I CREATED
I created a full suite of digital marketing assets and systems across the website, social media, blog, and email marketing to build visibility, trust, and conversions.
Website Homepage
Social Media Post
Instagram Reel
Product Mockup
Blog Article
Instagram Reel
Contact Webpage
Email Newsletter
RESULTS
My work helped give AFS a more consistent public-facing identity across social media, web, video, and editorial content. Beyond producing individual deliverables, I developed repeatable systems for publishing, promoting, and connecting the studio’s work across channels.
VIEW THE FULL PROJECT BREAKDOWN
Explore the complete 10-page breakdown, including brand applications, social content, website design, editorial work, video editing, SEO, and email marketing.