diff --git a/static/styles/portico/landing_page.css b/static/styles/portico/landing_page.css
index 3bff119df9..269285b676 100644
--- a/static/styles/portico/landing_page.css
+++ b/static/styles/portico/landing_page.css
@@ -2051,7 +2051,7 @@ nav {
 }
 
 .portico-landing.hello .call-to-action-bottom .zulip-octopus {
-    margin: 130px auto 0 auto;
+    margin: 15px auto 130px auto;
     width: 32px;
     height: 30px;
     background-image: url(../../images/landing-page/zulip-octopus.png);
@@ -2060,10 +2060,6 @@ nav {
     filter: invert(0.9);
 }
 
-.footer.hello {
-    display: block;
-}
-
 .footer.hello li a {
     color: hsl(220, 15%, 76%);
 }
diff --git a/static/styles/portico/portico.css b/static/styles/portico/portico.css
index 327222272a..42a6583556 100644
--- a/static/styles/portico/portico.css
+++ b/static/styles/portico/portico.css
@@ -504,11 +504,17 @@ input.text-error {
 
 /* -- new footer -- */
 .footer {
-    margin: 20px;
+    margin: 0;
     z-index: 100;
-    width: calc(100% - 40px);
+    width: calc(100%);
     text-align: center;
-    font-size: 0.9em;
+    font-size: 16px;
+    background-color: hsl(33, 34%, 96%);
+    display: grid;
+    grid-template-columns: repeat(4, max-content);
+    justify-content: center;
+    padding-top: 50px;
+    padding-bottom: 50px;
 
     .footer-navigation {
         margin-left: 0;
@@ -519,11 +525,9 @@ input.text-error {
         color: inherit !important;
     }
 
-    section {
-        width: calc(25% - 40px);
+    .footer-section {
         margin: 0 20px;
-        max-width: 150px;
-        display: inline-block;
+        max-width: max-content;
         vertical-align: top;
         text-align: left;
 
@@ -536,7 +540,7 @@ input.text-error {
         }
 
         ul {
-            color: hsl(0, 0%, 67%);
+            color: hsl(0, 0%, 40%);
             list-style-type: none;
             margin-left: 0;
             font-weight: 400;
@@ -1446,13 +1450,10 @@ input.new-organization-button {
 
 @media (width <= 815px) {
     .footer {
-        width: 450px;
+        width: 100%;
         margin-left: auto;
         margin-right: auto;
-
-        section {
-            width: calc(50% - 40px);
-        }
+        grid-template-columns: repeat(2, max-content);
     }
 }
 
@@ -1571,22 +1572,11 @@ input.new-organization-button {
         padding-left: 6px;
         padding-right: 6px;
     }
-}
 
-@media (width <= 475px) {
     .footer {
-        width: auto;
+        grid-template-columns: repeat(1, max-content);
 
-        section {
-            margin: 0 3px;
-            width: calc(50% - 8px);
-        }
-    }
-}
-
-@media (width <= 400px) {
-    .footer {
-        section {
+        .footer-section {
             width: calc(100% - 40px);
             max-width: none;
             text-align: center;
diff --git a/templates/zerver/footer.html b/templates/zerver/footer.html
index 5e589025ae..c438f8285c 100644
--- a/templates/zerver/footer.html
+++ b/templates/zerver/footer.html
@@ -1,55 +1,136 @@
 <div class="footer">
-    <section>
-        <h3>{{ _("About Zulip") }}</h3>
+    <div class="footer-section">
+        <h3>{{ _("Product") }}</h3>
         <ul>
             <li><a href="/">{{ _("Home") }}</a></li>
             <li><a href="/why-zulip/">{{ _("Why Zulip") }}</a></li>
             <li><a href="/features/">{{ _("Features") }}</a></li>
             <li><a href="/plans/">{{ _("Plans &amp; pricing") }}</a></li>
-            <li><a href="/team/">{{ _("Team") }}</a> and <a href="/history/">{{ _("History") }}</a></li>
+            <li><a href="/apps/">{{ _("Desktop &amp; mobile apps") }}</a></li>
+            <li><a href="/security/">{{ _("Security") }}</a></li>
+            <li><a href="/integrations/">{{ _("Integrations") }}</a></li>
         </ul>
-    </section>
-    <section>
-        <h3>{{ _("Help &amp; community") }}</h3>
+    </div>
+    <div class="footer-section">
+        <h3>{{ _("Solutions") }}</h3>
         <ul>
-            <li><a href="/developer-community/">{{ _("Community chat") }}</a></li>
-            <li><a href="/help/">{{ _("Help center") }}</a></li>
-            <li><a href="https://twitter.com/zulip/">Twitter</a> &amp; <a href="https://blog.zulip.org">Blog</a></li>
-            <li><a href="https://github.com/zulip/zulip/">GitHub</a>
-            &amp; <a href="https://zulip.readthedocs.io/en/latest/">ReadTheDocs</a></li>
-            <li><a href="{{ root_domain_uri }}/help/contact-support">{{ _("Support") }}</a></li>
+            <li>
+                <a href="/for/companies/">{{ _("Companies") }}</a>
+            </li>
+            <li>
+                <a href="/for/open-source/">{{ _("Open source projects") }}</a>
+            </li>
+            <li>
+                <a href="/for/education/">{{ _("Education") }}</a>
+            </li>
+            <li>
+                <a href="/for/events/">{{ _("Events and conferences") }}</a>
+            </li>
+            <li>
+                <a href="/for/research/">{{ _("Research") }}</a>
+            </li>
+            <li>
+                <a href="/for/communities/">{{ _("Communities") }}</a>
+            </li>
         </ul>
-    </section>
-    <section>
+    </div>
+    <div class="footer-section">
+        <h3>{{ _("Customer stories") }}</h3>
+        <ul>
+            <li>
+                <a href="/case-studies/tum/">{{ _("Technical University of Munich") }}</a>
+            </li>
+            <li>
+                <a href="/case-studies/ucsd/">{{ _("University of California San Diego") }}</a>
+            </li>
+        </ul>
+    </div>
+    <div class="footer-section">
         <h3>{{ _("Accounts") }}</h3>
         <ul>
             {% if find_team_link_disabled %}
             {% else %}
-            <li><a href="{{ root_domain_uri }}/accounts/find">{{ _("Find account") }}</a></li>
+            <li><a href="{{ root_domain_uri }}/accounts/find">{{ _("Find accounts") }}</a></li>
             {% endif %}
             {% if open_realm_creation %}
             <li><a href="{{ root_domain_uri }}/new/">{{ _("New organization") }}</a></li>
             {% endif %}
-            {% if login_link_disabled %}
-            {% else %}
-            <li><a href="{{ login_url }}">{{ _("Log in") }}</a></li>
-            {% endif %}
-            {% if register_link_disabled %}
-            {% elif only_sso %}
-            {% else %}
-            <li><a href="{{ url('register') }}">{{ _("Sign up") }}</a></li>
-            {% endif %}
             <li><a href="{{ root_domain_uri }}/terms/">{{ _("Terms of Service") }}</a></li>
             <li><a href="{{ root_domain_uri }}/privacy/">{{ _("Privacy policy") }}</a></li>
         </ul>
-    </section>
-    <section>
-        <h3>{{ _("Apps &amp; integrations") }}</h3>
+    </div>
+    <div class="footer-section">
+        <h3>{{ _("For users") }}</h3>
         <ul>
-            <li><a href="/apps/">{{ _("Desktop &amp; mobile apps") }}</a></li>
-            <li><a href="/integrations/">{{ _("Integrations") }}</a></li>
-            {# Interactive bots would go here? #}
+            <li>
+                <a href="/help/getting-started-with-zulip">{{ _("Getting started") }}</a>
+            </li>
+            <li>
+                <a href="/help">{{ _("Help center") }}</a>
+            </li>
+            <li>
+                <a href="/developer-community/" target=”_blank”>
+                    {{ _("Community chat") }}
+                </a>
+            </li>
+            <li>
+                <a href="/help/contact-support">{{ _("Contact support") }}</a>
+            </li>
+            <li>
+                <a href="https://blog.zulip.com/">{{ _("Blog") }}</a>
+            </li>
+        </ul>
+    </div>
+    <div class="footer-section">
+        <h3>{{ _("For administrators") }}</h3>
+        <ul>
+            <li>
+                <a href="/help/getting-your-organization-started-with-zulip">
+                    {{ _("Setting up your organization") }}
+                </a>
+            </li>
+            <li>
+                <a href="https://zulip.readthedocs.io/en/stable/production/install.html">
+                    {{ _("Installing a Zulip server") }}
+                </a>
+            </li>
+            <li>
+                <a href="https://zulip.readthedocs.io/en/stable/production/upgrade-or-modify.html">
+                    {{ _("Upgrading a Zulip server") }}
+                </a>
+            </li>
+            <li>
+                <a href="https://zulip.readthedocs.io/en/latest/production/upgrade-or-modify.html#modifying-zulip">
+                    {{ _("Modifying Zulip") }}
+                </a>
+            </li>
+        </ul>
+    </div>
+    <div class="footer-section">
+        <h3>{{ _("For contributors") }}</h3>
+        <ul>
+            <li><a href="https://github.com/zulip/zulip/">{{ _("GitHub") }}</a></li>
+            <li>
+                <a href="https://zulip.readthedocs.io/en/latest/overview/contributing.html">
+                    {{ _("Contributing to Zulip") }}
+                </a>
+            </li>
+            <li><a href="/developer-community/">{{ _("Development community") }}</a></li>
+            <li>
+                <a href="https://zulip.readthedocs.io/en/latest/translating/translating.html">
+                    {{ _("Translation") }}
+                </a>
+            </li>
             <li><a href="/api/">REST API</a></li>
         </ul>
-    </section>
+    </div>
+    <div class="footer-section">
+        <h3>{{ _("About us") }}</h3>
+        <ul>
+            <li><a href="/team/">{{ _("Team") }}</a> &amp; <a href="/history/">{{ _("History") }}</a></li>
+            <li><a href="/jobs/">{{ _("Jobs") }}</a></li>
+            <li><a href="https://twitter.com/zulip/">Twitter</a></li>
+            <li><a href="https://github.com/sponsors/zulip">{{ _("Sponsor Zulip") }}</a></li>
+        </ul>
+    </div>
 </div>
diff --git a/tools/lib/capitalization.py b/tools/lib/capitalization.py
index e97bea1a4e..1ca60ee674 100644
--- a/tools/lib/capitalization.py
+++ b/tools/lib/capitalization.py
@@ -159,6 +159,9 @@ IGNORED_PHRASES = [
     # Used in GIPHY popover.
     r"GIFs",
     r"GIPHY",
+    # Used in our case studies
+    r"Technical University of Munich",
+    r"University of California San Diego",
 ]
 
 # Sort regexes in descending order of their lengths. As a result, the