This Tampa Startup Consulting Company Makes Some FIRE For Veterans!

April 14, 2024

When Firewatch Magazine was searching for a website company in Tampa, Florida, we were excited to get the call. Let’s dive into this project and see how we created everything. We will take you through the idea, analysis of everything, how we provided solutions, and the result of the process. Startup Street prides itself on a transparent and inclusive process, with an easy-to-understand formula of onboarding, development, and offboarding. Keeping things organized is key to running an efficient website company, and we pride ourselves on delivering on this promise consistently. If you’re in need of a Tampa website company, you know where to find us!

The Idea

Steve Roderick is a staunch supporter of veteran causes, so when he met up with Toni Hedstrom of Veteran Approved Network (VAN), the two saw an opportunity to take a current project to the next level. VAN was currently producing events, meetings and monthly magazines to help further veteran causes. The two put their heads together, and Firewatch Magazine was born.

ANALYSIS

Firewatch was referred to Startup Street in need of a total brand makeover and a gameplan on what kind of content to move forward with, along with a roadmap of how to achieve it.. The magazine also needed a total brand makeover, including a new brandvoice, website, logo and magazine design guidelines.

While diving in on the concept of a media company that would resonate with the post-911 veteran crowd, a vibe along the lines of “Men’s Health with a touch of Maxim, geared towards the modern veteran community”, was established as a baseline for the project, a visionary guide to help the process along the way.

Items to Tackle:

Brand
Logo
Website
Magazine Design
Marketing Strategy
Content Strategy

The Solutions

Color Palette and Fonts: When designing for “the modern vet”, something was needed that was not a complete re-creation of active duty military life, but a representation of the optimism and determination of post-active duty life for veterans of the post-2000 era, while still incorporating a military feel.

The orange and sand earth tones worked well, with a font that was bold yet modern. The colors are similar enough to military life without being overbearing and too obvious, and the font is bold enough to work without going full “stenciled” look that is all too common for military-themed brands.

Firewatch Logo: Startup Street developed a modern take on the classic ‘crosshairs/optics’ graphics of years past, for a logo that is bold yet modern, and ties in military life without being obvious. . By going square as opposed to circular, we added some edge to the look and feel. The logo represents the word “Firewatch” well, as those on firewatch have the sole duty of keeping a lookout on things while others sleep.

Brand Voice: The brand voice was based off of the previous concept of “Men’s Health with a touch of Maxim, geared towards the modern veteran community”. The brand would be light and approachable, yet professional, focused on education and empowerment, speaking to the veteran demographic that is typically in the 25-45 age range while still appealing to those who are younger/older. Topics of ongoing discussion would include lifestyle, gear/products, health, wellness and fitness.

The following acronym was created based on F.I.R.E. to help solidify the brand:

Focused: Firewatch readers are focused, set goals and stick to them. They see things through with determination and pride.

Inspired: Proud of their past and looking forward to the future, Firewatch readers embrace all that life has to provide and make the most of every day, in tribute to those who cannot.

Resilient: Life isn’t fair and Firewatch readers don’t just understand that, they EMBRACE it, overcoming any challenge that life presents.

Empowered: Creating a positive impact on those around us is key to Firewatch readers, they were this opportunity as a badge of honor.

Note: It’s not uncommon for brand voice to change as the startup launches and the company becomes more defined in it’s mission. That being said, creating a definitive starting point is a solid step in the right direction, and assures that the brand mission will be a focus moving forward.

Website: The website was developed to be bold yet modern, and drive home the brand as best as possible while not sacrificing functionality needed in a typical website (easy to filter categories, easy menu navigation, appropriate call-to-actions for advertisers, etc). The homepage was developed with content prioritization in mind, featuring Most Recent articles first, followed by Most Popular and then followed up with some base categories for users to choose from.

Startup Street built the website with the understanding that the Firewatch team will need to load up new content frequently. Ease of operation on the backend was paramount, and Startup Street also provided the needed educational videos to help the Firewatch crew if needed.

Note: The balance between brand and functionality is a delicate one. Some projects allow for more of a visionary feel for their website, while others need to get straight to business. Understanding this relationship is something that Startup Street excels at. Learn more about our website process here: THE PROCESS

Content/Marketing Strategy: Magazines are dependent on quality of content, which is determined by three main aspects; copywriting, graphic design/photography and star power (quality of the interviewee).

Startup Street devised a plan that would generate the appropriate star power, created design templates to work from, and developed a marketing strategy based on influencers and events that would (by plan) help to streamline the interview and content process as well.

Note: It’s important when devising marketing plans that the operational logistics and capabilities of the organization are not only taken into consideration, but prioritized. All too often, startups and companies sign onto plans that are too tedious, too demanding or too complex to execute them properly. Running the company should always be paramount, with the marketing plan fitting into a larger strategy.

The Results

Startup Street is extremely proud of how this project developed, and grateful to the team at Firewatch for trusting us to bring their vision into reality. Firewatch has a strong brand to build from, a great user experience platform online and a solid game plan on how to grow the company moving forward.

Startup Consulting

Do you have an idea for a business and are in need of some startup consulting to get it up off the ground? Startup Street is here to provide a helping hand, providing you the coaching, business plans and/or pitch decks that you need to hit the ground running.

If your company has been doing well, and you feel that it’s time to take your online presence to the next level, feel to reach out and let’s see what’s possible! Feel free to email us at contact@thestartupstreet.com or schedule your free consultation below by contacting us.

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The mobile popout menu for the website of Firewatch magazine

A section on the homepage of Firewatch magazine from a mobile cell phone screenshot

It's a perfect match

INTERESTED IN THIS PROJECT? LET'S CHAT!

Andrew LeBaron

2024-04-15

Our site and brand are 🔥🔥🔥 thanks to Startup Street! Jeremy was EASY to work with and he knew what we wanted even though we didn’t know what we wanted. Check out our website and see what great work he did to it! Thankful for Jeremy and startup Street!

Andrew LeBaron

2024-04-15

Jeremy and Startup Street is EXACTLY what we were looking for in a STR brand. He got the job done fast, it was designed very well, and helped us redesign our logo and brand. Our website looks pro and we couldn’t be more grateful!

Three Forks Wood Reclamation

2024-04-08

We recently had the pleasure of working with Startup Street and we are beyond impressed with the level of service and expertise they provided! Jeremy Griffin and his team were instrumental in setting up our company website for Three Forks Wood Reclamation. The website turned out to be not only visually stunning but also highly functional, surpassing our expectations. What sets Startup Street apart is their commitment to going above and beyond. As new entrepreneurs, venturing into the business world was both exciting and daunting for us. That's why we are incredibly grateful for the guidance and support we received from Startup Street. Jeremy personally took the time to understand our business vision and goals. He provided invaluable advice that helped us refine our business plan and create a pitch deck that truly resonated with our target audience. His insights and suggestions were crucial in shaping the direction of our business. Jeremy also directly connected us to key people within his extensive network. We were subsequently published in a local magazine, professionally photographed for online content creation, and - amazingly - even connected us with overseas scouts specific to our business of wood reclamation! All of this further increased the momentum and business development created by the incredible web site he built for us. Jeremy and his team were more than just service providers; they were mentors who guided us through the early stages of our venture with patience and expertise. The professionalism, attention to detail, and proactive approach of the Startup Street team were remarkable. They were always available to answer our questions and made the entire process seamless and enjoyable. It's rare to find a company that genuinely cares about your success as much as they do. We wholeheartedly recommend Startup Street to anyone looking for top-notch website development and business consulting services. Their dedication to excellence and customer satisfaction is unparalleled. Thank you, Jeremy and the Startup Street team, for being such a valuable partner in our journey. We look forward to continuing our collaboration in the future! • Christian and Chris, Co-Founders of Three Forks Wood Reclamation

Jennifer Nagy

2024-04-02

The communication from Jeremy, Victor and his team were truly impressive. They kept our website vision moving forward and elevated our style to the next level. So thankful for Startup Street!! Highly recommend

Jared Higginbotham

2024-04-02

From the moment we engaged Jeremy and Victor at Startup Street for our website development, we knew we were in exceptional hands. As a business owner, I often have a vision yet struggle with articulating the specifics, especially when it comes to the digital realm. This is where Startup Street shines. Jeremy and Victor are not just service providers; they are true artisans in the field of web development. Their professionalism, coupled with their profound expertise, guided us seamlessly through the process, even when we couldn’t pinpoint our exact needs. The team at Startup Street possesses a remarkable ability to translate vague ideas into concrete, impactful digital solutions. They provided Upkeeper Co with a framework that not only matched our expectations but exceeded them, ensuring that our online presence is both robust and reflective of our brand’s essence. It’s rare to find a team that you can trust blindly with your business’s digital persona, but with Startup Street, that’s exactly what you get. I wholeheartedly recommend Startup Street to any business, especially those who might not have a clear direction with their digital strategy. Their guidance is like having guardrails on the path to success - follow their lead, and you’ll reach your destination. The only way to falter is to stray from the expertise they offer. Thank you, Jeremy, Victor, and the entire Startup Street team, for elevating Upkeeper Co to new heights. Your work is not just appreciated; it’s integral to our success.

Breezefast Medical

2024-03-14

Jeremy goes above and beyond to make sure you're pleased with his work. Almost 3 yrs after he had designed my website, I ran into an issue, yet he took his time to resolve the issues. Highly recommended!

April krause

2024-02-14

I just had a phone call with Jeremy. I don’t think words can even describe how much I appreciate his advice, and all of the things that he had to say. At the end of the day, we are all trying to make a living and make money, but he wasn’t pushy about his services at all. he was extremely patient and listening to the things that I wanted and needed from my business. He took the time to explain everything thoroughly to me, and he even offered to have me come in for a few hours to Things about what could be beneficial for my business. I would 10 out of 10 recommend him for anything related to social media Because his knowledge was impeccable, and his kindness was out of this world. I don’t think that I can say enough good things about him.

Erica Francois

2024-02-05

Jeremy and his staff at Startup Street are absolutely amazing! They are extremely detailed oriented, and they actually listen to you to capture your vision. Additionally, I have received numerous compliments on my new website, and will definitely continue to use their services.

The Social Media Lawyer (Bernstein Law)

2024-01-12

Great agency for all your marketing needs.

Kevin Bricker

2023-10-09

I found Jeremy through a FB post I had made requesting help with building a website. I had spoken to about a dozen people when I talked to Jeremy and he immediately got my vision for Tiny Home Match. Not only did he understand my vision, but he helped bring it to life with a beautifully designed and user friendly website. I have received so many compliments on the website and it's only been live for a few days. Jeremy is not only very communicative about the process but keeps expectations realistic. He also assisted with the business plan and projections so I am ready to speak to investors if necessary. I HIGHLY recommend Jeremy and Startup Street for your new or existing business needs.