Problem

Rabbit Foot Studios is an award-winning production company that operates as part of Austin advertising agency McGarrah Jesse (McJ)—sometimes. It’s a little confusing: while Rabbit Foot shares some clients and projects with McJ, they also stand alone as a separate company with their own brand values, processes, and culture.

My role

• Developed content strategy to ensure consistent tone of voice and message

• Sketched out site taxonomy and global navigation, then filled in the blanks with UX copy

• Wrote compelling, on-brand content for full site redesign—from global navigation to long-form case studies

• Presented work to agency leadership and incorporated feedback as necessary

Project goals

• Develop a website that clearly explains what Rabbit Foot is, and what it isn’t

• Increase brand awareness

• Improve navigation and information architecture

• Convey capabilities and showcase case studies

Learnings

• Even storytellers need storytellers

• Content decisions and words solve problems

• Suggesting changes to a project in motion doesn’t have to be scary

01. Stakeholder interviews
(got the story straight from the rabbit’s mouth).

Started with design thinking basics; interviewed agency principals to develop empathy and understanding.  

03. Created copy decks
(typed for a long time).

Wrote all UX copy including, but not limited to: navigation items, button labels, headlines, body copy, bios, and long-form case studies.

02. Taxonomy and wireframes
(took a step back).

Their development team was in design mode, but I suggested edits to align with the content hierarchy that emerged from stakeholder interviews.

04. Iterated on content
(reviewed then re-viewed).

Worked with design team to see content strategy come to life, then wrangled and incorporated feedback for the next round.