We are the digital agency
crafting brand experiences
for the modern audience.
We are Fame Foundry.

See our work. Read the Fame Foundry magazine.

We love our clients.

Fame Foundry seeks out bold brands that wish to engage their public in sincere, evocative ways.


WorkWeb DesignSportsEvents

Platforms for racing in the 21st century.

Fame Foundry puts the racing experience in front of millions of fans, steering motorsports to the modern age.

“Fame Foundry created something never seen before, allowing members to interact in new ways and providing them a central location to call their own. It also provides more value to our sponsors than we have ever had before.”

—Ryan Newman

Technology on the track.

Providing more than just web software, our management systems enhance and reinforce a variety of services by different racing organizations which work to evolve the speed, efficiency, and safety measures, aiding their process from lab to checkered flag.

WorkWeb DesignRetail

Setting the pace across 44 states.

With over 1100 locations, thousands of products, and millions of transactions, Shoe Show creates a substantial retail footprint in shoe sales.

The sole of superior choice.

With over 1100 locations, thousands of products, and millions of transactions, Shoe Show creates a substantial retail footprint in shoe sales.

WorkWeb DesignRetail

The contemporary online pharmacy.

Medichest sets a new standard, bringing the boutique experience to the drug store.

Integrated & Automated Marketing System

All the extensive opportunities for public engagement are made easily definable and effortlessly automated.

Scheduled promotions, sales, and campaigns, all precisely targeted for specific demographics within the whole of the Medichest audience.

WorkWeb DesignSocial

Home Design & Decor Magazine offers readers superior content on designer home trends on any device.


  • By selectively curating the very best from their individual markets, each localized catalog comes to exhibit the trending, pertinent visual flavors specific to each region.


  • Beside the swaths of inspirational home photography spreads, Home Design & Decor provides exhaustive articles and advice by proven professionals in home design.


  • The art of home ingenuity always dances between the timeless and the experimental. The very best in these intersecting principles offer consistent sources of modern innovation.

WorkWeb DesignSocial

  • Post a need on behalf of yourself, a family member or your community group, whether you need volunteers or funds to support your cause.


  • Search by location, expertise and date, and connect with people in your very own community who need your time and talents.


  • Start your own Neighborhood or Group Page and create a virtual hub where you can connect and converse about the things that matter most to you.

775 Boost email open rates by 152 percent

Use your customers’ behavior to your advantage.

118 - The virtual revolution: Let's talk about communication

For the virtual company, internal communication can take many shapes and forms, from phone calls and e-mails to instant message

774 Feelings are viral

Feelings are the key to fueling likes, comments and shares.

June 2021
Noted By Joe Bauldoff

The Making and Maintenance of our Open Source Infrastructure

In this video, Nadia Eghbal, author of “Working in Public”, discusses the potential of open source developer communities, and looks for ways to reframe the significance of software stewardship in light of how the march of time constantly and inevitably works to pull these valuable resources back into entropy and obsolescence. Presented by the Long Now Foundation.
Watch on YouTube

October 2009
By The Author

Put Away the Smoke and Mirrors

Stop wasting your time and money creating the illusion of value and start making good on your promises.
Read the article

Put Away the Smoke and Mirrors

“Smoke and mirrors.” “Dog and pony show.” “Image is everything.” These phrases, which are deeply embedded in the vernacular and philosophy of old-school marketing firms, may appear on the surface as nothing more than harmless – if hackneyed – corporate speak. However, these seemingly innocuous clichés actually betray one of traditional marketing's dirtiest secrets. Once the clever headlines, catchy taglines and glamorous images are stripped away, all that’s left at the core is fluff, spin, deception and the art of inventing meaning where there is none. Even they don’t believe their own hype. Yet these are the very same people to whom business owners and decision makers have entrusted their livelihood for decades. Who’s to say the interactions you have with your followers can’t be meaningful?At its heart, your business shares the same goal with every other: to grow, thrive and compete successfully in your market niche. In order to do this, you must engage your customers and build a community around your brand. With old marketing, the relationship between seller and consumer has always taken place at arm’s length, using traditional media channels that rely on flash and frequency, that require a tremendous investment to outshine and outspend the competition. However, who’s to say your relationships with your customers can’t be personal? Who’s to say the interactions you have with your followers can’t be meaningful? The answer: No one who values your success over their own bottom line.

Leading by example

We tend to take established brands for granted, assuming the secret to their success lies in their ability to pour unlimited resources into every available advertising medium to broadcast slick, highly polished messages of self-promotion. However, a closer look at some of today’s most recognizable names reveals a different story. Let’s start with Amazon. If you think about it, there is nothing inherently glamorous about an online bookstore. Yet Amazon has managed to create a following so pervasive that it catapulted from an upstart dot-com to one of the world’s most powerful e-commerce megabrands, all without ever relying on pricey TV and magazine ads. “Advertising is the tax you pay for unremarkable thinking.” How did they do it? The answer is not smoke and mirrors. They did not trick anyone into drinking the Amazon Kool-Aid. Rather they committed themselves and their budget to creating a better shopping experience by developing more intuitive technology, stronger distribution networks and more competitive shipping deals. These are genuine and distinct advantages from which their customers benefit each and every time they interact with the brand, thus solidifying Amazon’s reputation for ease of use, low prices and quality service. Another brand that has risen to the top of its category by flying in the face of traditional marketing wisdom is Geek Squad. As founder Robert Stephens explained at Advertising Age’s 2007 IDEA Conference, “Advertising is the tax you pay for unremarkable thinking.” Instead, by taking a creative approach to what he himself calls an innately “boring business,” he has transformed his one-man show into a corporation that employs more than 17,000 nationwide. In an interview with Inc. magazine, Stephens explained his low-budget strategy:
Without spending any money on marketing, we were able to get people talking about Geek Squad by tapping into themes and archetypes people already understood. We embraced the fact that we were geeks, and we dressed all of our employees like 1960s NASA technicians, since NASA is a symbol of problem solving, teamwork and impossible tasks…In our early years, we found that more than 90 percent of people found us through word of mouth.
In fact, he credits his initial lack of monetary resources with forcing him to work harder, to be more innovative, to dig deeper, to develop an original and authentic approach that has differentiated Geek Squad from all other competitors: Stephen Roberts

At the crossroads of marketing and meaning

So where do these two concepts intersect for you? It lies in the fundamentals. Your business – let alone your category – would not exist if there were not a legitimate need for your product or service among some segment of the population. There is a community out there that is receptive to your message, that is waiting to be wowed with a newer, better way of doing things. Furthermore, your company would not be here today if at some time someone somewhere hadn’t felt passionately enough about whatever it is you do to risk everything to get that company off the ground. It’s time to reignite that passion and convey it in a way that inspires others. Make a conscious decision to be better, to be different. Resolve to enhance your usefulness; commit yourself to unrelenting innovation; make sure you are delivering a premium experience to your customer; then tell people about it in a genuine and compelling way. And that’s where you’ll need help. But you don’t need just any old traditional agency; you need a partner who shares your belief in what you have to offer and your passion for why you do what you do better than anyone else. You need experts that can show you how to communicate this to your audience in a real and honest way, using available technologies to build community among your customers and keep them actively engaged to the point where they include you as part of their identity. When you have something meaningful to say, and you say it with conviction, people will listen. No smoke and mirrors required.
June 2010
By The Author

Client Spotlight: Hospitality House of Charlotte

Fame Foundry is helping HHoC advance its community building efforts with tools that allow the organization to maximize efficiencies and promote sustained growth.
Read the article

Client Spotlight: Hospitality House of Charlotte

Like many nonprofits, Hospitality House of Charlotte is charged with responding to ever-growing needs with limited resources. The organization, whose mission is to provide shelter for out-of-town families in the midst of medical crisis, has only three full-time staff members. This small but dedicated team must not only manage the day-to-day operations of the house but continually strengthen and deepen their outreach into the community. Hospitality House approached Fame Foundry seeking our help in increasing awareness and cultivating a community around the organization and its mission. We responded by developing tools that support them in putting the principles of trustcasting to work efficiently and effectively to promote sustainable long-term growth.

Establishing a legacy

hhoc_logo The organization’s new identity lays the groundwork for building trust with the community by incorporating its longevity as an integral part of its brand and putting its 25-year history of service at the forefront of all communication with the public.

Empowering outreach

Hospitality House of Charlotte Homepage The new HHoC website establishes a firm foundation upon which the organization can build a dedicated following around its brand by engaging visitors with videos, news and articles that tell the story of Hospitality House in the greater context of the community it serves.

Turning passion into action

Hospitality House of Charlotte Video Throughout the site, compelling videos capture the passion at heart of the organization, with real people relating personal experiences in a genuine way that resonates with prospective donors and volunteers, creating a strong sense of urgency to act.

Making the connection

Hospitality House of Charlotte Donation Page The donation module reinforces the mission of Hospitality House by associating the amount of each gift with the service it enables the organization to provide, making the impact of the contribution more tangible and meaningful for the donor.

Taking control

Hospitality House of Charlotte Control Center A critical aspect of community building is providing reasons for visitors to return to the site again and again by offering a constant stream of fresh content. Behind the scenes of the HHoC website is a powerful management system that puts the site to work for Hospitality House by allowing the organization to maximize its marketing and promotion efforts with a minimal investment of time. To learn more about Hospitality House of Charlotte, visit http://www.hospitalityhouseofcharlotte.org.