There was much interest in having a bakery in downtown Albion, and it was important to get it right. Foundries were an essential part of Albion. To honor their contribution, the names of the sandwiches represent processes and components of a foundry. BSM designed and produced a website, brand guidelines, and all print and social media backed by concise and compelling content. This helped to establish an emotional link connecting the Foundry Bakehouse and Deli back to the places and the people who shaped Albion.