Case study · Crafted Pour

I sharpened the story in his pitch deck, then wrote, designed, and built his site

Jason was so close to his product that every bit of it felt precious, and everything he’d made showed it, from the pitch deck to the website, all of it shouting for attention. I found the narrative, the priorities, and the sequence, then rebuilt each piece around them.

Deliverables: Advisory

Positioning

Messaging framework

Content strategy

Sitemap

Copywriting

UI design

Web development

CMS setup

SEO

Pitch deck

One-pager

Email sequences
What they do: Cocktail recipe platform
Platform: Webflow

See the site

What I walked into

When Jason brought me in, in February 2025, he needed a deck he could send to investors. In his words, “I just need this deck because I need to start sending it out and I want it to be professional.” After one pitch he wrote to me: “It made it clear to me how much the deck I have is not aligned to the current story.” The website had the same problem. A prospect told him it “didn’t look like a B2B platform,” and when I sat down with the site copy, it was a spaghetti-on-the-floor kind of story.

I don’t want to pull very much. What I wanna do is give you all the input… and I want you to decide the best way to do it. And I don’t think I’ll really push back.”

Jason Knapp Founder, Crafted Pour

What I did

I started with the story, because it’s by far the most important part, and built a messaging framework that everything else could tie back to. That sharpened the pitch deck and the one-pager first. Then I worked out what to say to each audience (brands, creators, and the people looking for a drink), wrote the marketing site page by page, and designed and built it in Webflow on a modernized look and feel. I handed it over to Jason at the end of May 2025.

I love the way that you write the emails… I think you’re dead on with all of your critique of the way I write.”

Jason Knapp Founder, Crafted Pour