When people ask where “Level343” comes from, they usually expect a quick, easy answer. But the truth is, it’s a long journey, really: a story of ambition, reinvention, and resilience in the digital space.
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The Early Days: Bstudio and La Bestia
In the 1990s, the digital world was exploding, and I was right in the thick of it. When I started, I didn’t know much about SEO, web development, or marketing, but I was eager to learn.
At the time, I had a girlfriend who was equally inexperienced, but she had a journalism degree and could write about anything. Together, we decided we wanted a piece of the dotcom boom, even though we had no idea what we were doing.
We launched Bstudio on February 2, 1998.
The “B” stood for my Italian nickname, La Bestia (The Beast), a name that wasn’t just a moniker but a reflection of my fearless, go-getter attitude. I embraced failure as part of growth; my wild, untamed hair only reinforced the nickname. Bstudio was our first real venture, and while we had tried and failed with several online businesses before, this one stuck.
We took on various obscure clients, not caring about the industries as long as we had work. I dove into HTML, then Flash design, “living the dream” while barely scraping by. Over time, my partner moved to New York and I stayed behind, continuing to carve out my digital path.
San Francisco, the Dotcom Boom, and Early Social Media
San Francisco in the early 2000s was a wild time. The city was the heart of the tech revolution, with companies popping up overnight and burning out just as quickly. It had become the epicenter of innovation.
Ambition met opportunity, often fueled by sky-high venture capital investments. At the time, VC funding was as common as white bread, and if you had an idea, someone was willing to throw money at it.
Between 1998 and 1999, startups like Google, PayPal, and Salesforce were taking off, redefining the digital landscape with groundbreaking products and services. Meanwhile, cautionary tales like Pets.com proved just how volatile the market could be. One moment, a company was the darling of Silicon Valley; the next, it was a case study in failure.
We were Leading the Technical Revolution
The entire country, and eventually the world, looked to the Bay Area for technological progress, and San Francisco was leading the charge. Social media was still in its infancy in 1999, an experimental frontier where platforms like LiveJournal and Blogger introduced early blog posts and online publishing. In 2002 and 2003, Friendster and MySpace began reshaping online networking, hinting at the digital communities that would later dominate the web.
Businesses were just beginning to recognize the importance of an online presence. Still, most had no idea how to leverage these emerging platforms for marketing campaigns or connect with their target audience.
Creating the Content
I was right in the middle of this digital shift. During this time, I realized the internet was no longer just a digital storefront. It was an interactive space where content ruled.
Companies needed more than just websites; they needed content marketing strategies to drive engagement and keep their target audience invested. They needed a voice in their vertical markets. They needed a story for their readers.
I was in heaven.
The ability to automate repetitive tasks became essential as brands juggled multiple marketing campaigns across different digital channels. Delegating tasks, such as creating social media posts, managing email marketing, and producing high-quality blog posts, became crucial for businesses looking to scale.
That realization set me on the path to what Level343 would become. An agency that didn’t just build websites but helped businesses develop strategic plans, create the right type of content, and optimize their content marketing strategy to make the most out of their digital reach.
We focused on effectively assigning content creation to marketing outcomes and refining each piece of content to fit brand messaging. Online marketing was still in its infancy; we learned what worked with landing pages and what didn’t. What converted online visitors into loyal customers and what turned them away.
Level343 became more than a full-service agency. We became a partner in our clients’ successes, ensuring their existing content and new marketing materials aligned with their business goals.
By integrating delegation strategies, embracing real-time monitoring tools, and using SEO-driven content marketing, Level343 helped businesses thrive in the digital age. We grew to the ability to provide tailored solutions that helped our clients grow and adapt in a rapidly changing world.
From Web Design to a Name with Meaning
At this stage, I was deeply embedded in the gay community, doing creative work in the sex industry, from ad creation to copywriting. Music has always been a key part of my life, marking different phases, and one song in particular stood out: “Something About You” by Level 42. The line “Making mistakes is a part of life’s imperfections” resonated.
I didn’t want to name my new design Level42 after the band, but I liked the idea of “Level.” It symbolized growth, evolution, and the different layers of work I was doing.
I added numbers to make it unique, and the number 7 stood out. It’s my lucky number, and I’ve always loved its shape. So, on an all-night binge, I started playing with numbers. Things like 3+4 and 4+3 equal 7, representing the seven levels of design and content that I envisioned for the site.
Level343 was born.
Plus, I can’t forget Robert Cialdini’s 7 Principles of Persuasion. I’ve been a fan and follower ever since I took that class and read his books.
The First Major Hurdle
Level343 thrived, but I made one critical mistake. I forgot to renew the domain. While I was traveling, the expiration date passed, and Network Solutions offered to sell it back to me for $10,000. That was out of the question, so I pivoted, registering Level-343 and rebuilding everything from scratch. This time, the site became a content hub for the gay, sex, and BDSM communities, offering valuable resources and information.
By the mid-2000s, I faced a tough decision. Working remotely wasn’t widely accepted (yet), and my work in the adult industry raised eyebrows among potential employers and clients. To continue growing, I removed all the explicit content and shifted Level343’s focus to broader content creation, delegation strategies, and marketing automation.
The art of delegation has evolved, and today, letting AI handle repetitive marketing tasks allows businesses to focus on high-level strategy, creativity, and meaningful client engagement.
Funny enough, I always imagined a client digging deeper and stumbling upon our old website. I still have a fondness for the content and vision I was building. Every now and then, when we get a client from that industry, I wonder where my original Level343 concept would be now, especially with AI dominating so much of our space and even shaping ideas themselves.
The Comeback and Evolution
In 2008, I revisited my roots and refocused on content development, realizing I couldn’t build an empire alone. I started hiring talented people who shared my vision and were looking for remote opportunities. I also had a stroke of luck when searching for my original domain and saw it available again. Not for $10,000, but for $19.99!
I bought it back immediately.
Building a Fearless, Visionary Team for Lasting Impact
But growing Level343 wasn’t just about having the right strategies. It was about having the right people. I surrounded myself with strong minds and visionaries who weren’t afraid to look outside the box for answers.
This industry changes fast and rewards those who adapt. With Google and relevance as guides, I knew I had to build a team of individuals who thought like me. Who were relentless, forward-thinking, and unafraid to challenge the norm.
We weren’t just another full-service agency. Our team was determined to grow our name, presence, and impact through sheer grit, innovation, and unwavering loyalty to our craft. Success isn’t given. It’s earned through hard work, relentless learning, and the courage to push beyond the expected. But that’s a story for another time.
Leveraging AI and Smart Delegation to Drive Growth
I also started embracing AI-powered tools and artificial intelligence for content research, automation, and efficiency. As businesses began to focus more on digital strategy, I helped them delegate tasks, manage their social media posts, and automate repetitive tasks to free up time for strategic growth. Delegation involves understanding what requires human creativity and what can be made less complex using technology.
I juggled agency jobs while growing Level343, ensuring I had multiple income streams. Over time, the business evolved into what it is today. An agency that grew organically and became known for international marketing, expert SEO, content strategy, and branding. We’ve continued to serve diverse industries while staying true to our core values of boldness, innovation, and authenticity.
Why We Keep the Name
For years, I avoided telling this story in full, worried about how clients might react. But the truth is, our history at Level343 represents our legacy. We started as a safe space for a marginalized community, providing vital information and resources. Today, we continue that tradition in a new way. Helping clients stand out, be heard, and achieve digital success.
The name Level343 symbolizes the courage to be different and the willingness to adapt while staying true to our roots. It’s a reminder that success isn’t linear. It’s a series of levels, and we’re always climbing to the next one. Whether through real-time monitoring, efficiently handling marketing deliverables, or developing content strategies, we’ve built an agency that understands growth comes from embracing change.
So when people ask, “Why Level343?”, now, we have a story they can truly connect with.
