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| Moses Foster, CEO of West Cary Group |
Seventeen years ago, Moses Foster took a bold leap from his brand management role at Capital One to pursue his dream of running his own business. In 2007, with just one other person and a single computer, the creative firm West Cary Group was born.
A Virginia Tech grad, Foster has always maintained a strong commitment to giving back to his community, serving on boards such as the Medical College of Virginia Foundation and Venture Richmond, as well as the Executive Advisory Council for the Robins School of Business at the University of Richmond. Early on in his career, he was a founding board member of Next Up, an after-school program focused on providing city middle schoolers with access to enriching activities like cooking and robotics.
Being based in Virginia has been another advantage for West Cary Group. Foster emphasizes the pride the team takes in being part of the local business community, not only in Richmond but across the state.
Reflecting on his journey from Farmville to founding a thriving business in Richmond, Foster says, “I never thought I’d end up here, but I can’t think of any place I’d rather be.” With 17 years behind them and many more ahead, West Cary Group continues to grow, evolve, and make a lasting impact on the community and its clients.
“I wasn’t married or with kids at the time,” Foster recalls. “I figured that was the time to do it, so I was the only person who would suffer if it didn’t work out.” Fortunately, success came quickly. With early clients like Capital One and Dominion Energy, West Cary Group established a foothold that helped them to not only weather the financial downturn of 2008 but also grow during it. Today, West Cary Group is a thriving, 105-person team with a diverse range of clients in both the public and commercial sectors.
“Crossing the 50-person and 100-person thresholds were big milestones for us,” Foster notes. “Every five-year mark has been cause for celebration, and reaching 20 years will be a huge deal.”
The company’s location in downtown Richmond has been a key part of its identity since day one. “Locating here opened up the mechanics of business, community, and government. You’re also not insulated from the human condition —you see how a variety of people live, and that connection is integral.”
West Cary Group’s size allows it to be both nimble and robust. “We have the flexibility of a small organization, but the sophistication and scalability to meet the needs of large clients,” says Foster. This balance has allowed the agency to deliver high-quality, tailored solutions for every project, whether it’s creative branding, data-driven campaigns, or UX design.
West Cary Group’s size allows it to be both nimble and robust. “We have the flexibility of a small organization, but the sophistication and scalability to meet the needs of large clients,” says Foster. This balance has allowed the agency to deliver high-quality, tailored solutions for every project, whether it’s creative branding, data-driven campaigns, or UX design.
“We never just pull a predictable solution off the shelf,” Foster explains. “We break problems down, analyze them, and provide bespoke answers for bespoke needs. That’s not always the highest-margin approach, but it’s durable.”
A Virginia Tech grad, Foster has always maintained a strong commitment to giving back to his community, serving on boards such as the Medical College of Virginia Foundation and Venture Richmond, as well as the Executive Advisory Council for the Robins School of Business at the University of Richmond. Early on in his career, he was a founding board member of Next Up, an after-school program focused on providing city middle schoolers with access to enriching activities like cooking and robotics.
Foster’s commitment to community involvement has become a core part of West Cary Group’s mission, as well. “I think it’s an obligation to engage with the community in a way that aligns with our values,” he says. West Cary Group now has an internal community board to ensure they support initiatives that are aligned with the team’s values, making their involvement a truly collective effort.
Being based in Virginia has been another advantage for West Cary Group. Foster emphasizes the pride the team takes in being part of the local business community, not only in Richmond but across the state.
“We celebrate the wins for Virginia business, and we’re proud to be in a region that’s growing while still maintaining its character.” The team’s intentional approach to building long-term relationships and a diverse, skilled workforce has been central to their success.
“We’ve been careful in how we’ve built our team,” Foster says. “We pull in the same direction and uphold our values, which translates into the quality of our work and our client relationships.”
West Cary Group isn’t afraid to dive into niche areas, either. From water infrastructure projects with engineering firms to creating a children’s book series explaining these initiatives, the team’s willingness to tackle complex, sometimes gritty work is a testament to their innovative spirit.
West Cary Group isn’t afraid to dive into niche areas, either. From water infrastructure projects with engineering firms to creating a children’s book series explaining these initiatives, the team’s willingness to tackle complex, sometimes gritty work is a testament to their innovative spirit.
Reflecting on his journey from Farmville to founding a thriving business in Richmond, Foster says, “I never thought I’d end up here, but I can’t think of any place I’d rather be.” With 17 years behind them and many more ahead, West Cary Group continues to grow, evolve, and make a lasting impact on the community and its clients.
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West Cary Group is contracted with UVA to provide a variety of creative services. Watch the blog for a future post detailing the results of our recent RFP for creative services.
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