Startups

Why these two web firms teamed up to form Foundry19

Foxtrot Media and 2fold Collective were working together so much they just decided to merge.

The Foundry19 team.

(Courtesy photo)

Even within the niche of building WordPress websites, different firms have different specialties.
Four-year-old 2fold Collective built creative expertise, for instance. Foxtrot Media, which was founded in 2005, had the coding and admin part down, managing 120 websites.
Over time, the two agencies found themselves working together. 2fold’s Bryna Colley and Rebecca Biello found Brian Singer and Foxtrot to be developers “that could build out designs true to what they were presenting,” Colley said. Singer came to recognize 2fold’s design and brand expertise, and how it complimented their dev skills.
They worked on websites for Johns Hopkins Healthcare, Friends School of Baltimore and Greenspring Associates, among others.
Eventually, the two agencies were working together enough that they decided to merge. Late last month, the two firms decided to come together as Foundry19. (It’s not completely unheard of: a similar story unfolded in Philadelphia a couple years ago.)
2fold Collective left its former home in Timonium, and the nine employees are now working out of space in Foundry Row in Owings Mills where Foxtrot was already headquartered.
“We had to get rid of some of our arcade machines but I think it was a good tradeoff,” Singer quipped.
Along with expertise, the principals said they kept working together more because of a shared ability to hit deadlines, and generally do for clients what they said they would. Joining together makes that process more efficient, Singer said.
“Our ability to collaborate is much quicker,” he said.
Biello said website rebuilds can be an area that is a source of frustration for companies, and the combined firm wants to step in to address that. Along with design and development, the combined team is looking to help clients work through how their websites are used, and provide tools to help them make key updates.

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Companies: Foxtrot Media
People: Brian Singer
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