My client Gregory Burns is a painter, keynote speaker, and team art event organizer. It was important with his extensive history to carefully define and cater all output toward his specific ICP. Through the process of working together there was some slight rebranding and updating to his socials along with implementing certain social media techniques that not only attracted the right audience but stayed true to his writing style and personal brand.
To start this process I put together a full proposal of everything that can be done to build brand awareness and increase bookings. This was a full-body approach that went beyond just social media strategies and gave a clear blueprint of the plans to come.
This approach although broad was this extensive due to the openness Greg displayed which allowed me a bit more wiggle room to play with creative ideas and strategies that carried potential.
Starting off with some of the best-performing LinkedIn posts both planned and partly written by me. Posts were co-created by Greg and me to combine LinkedIn strategy with Greg’s unique and authentic tone.
For both his Instagram and LinkedIn campaigns, I designed simple gallery-style carousels to showcase his art in a digital space.
For both his Instagram and LinkedIn campaigns, I designed simple gallery-style carousels to showcase his art in a digital space.
Simple videos that matched Greg’s straight-to-the-point 2000s style were also created and posted. Mostly to recap events, and give a visual to the subject at hand.
But most of my work lay in the strategy planning for all media platforms, planning posts, writing the copy, and working on engagement and network-building strategies. Most of the media that we used had already been designed by Angie Tan Burns, the co-founder of the company that oversees Gregory Burns Art, Ang Arts.
In the first month of working with Gregory Burns, I, successfully grew Instagram impressions by 370.97% and follower count by 3.45%, while increasing LinkedIn impressions by 46.1%. Boosted Instagram engagement by 158%, achieving a total of 199 content interactions and 445% more profile visits. Leveraged Reels to reach 17.7% new non-followers, contributing to a 132% overall interaction increase across all posts.
The
Result
The North of Saigon Practice Project
The North of Saigon project was to practice building a clear brand identity, brand value and goal. This Southeast Asian perfume company was to focus on the concept of selling a lifestyle, feeling and energy. The marketing and brand identity would be curated to their ICP of the young working woman, normally located in the West. The company’s main attraction points would be its exotic and somewhat oriental features, combining the sustainable and minimalist nature of today’s trends.
Below features different designed media for the brand, following their identifiable brand aesthetic, colors and typography. This includes product promotional designs, magazine or article clippings about them, and their website homepage design. Each piece sharing the goal to coincide with the other to produce their clear message.
01.
Social media content pertaining to product. The goal is not to just showcase the product but to instead allude to a bigger picture. What the product represents, how it ties into the life or picture we are selling, and how a tangible product such as a fragrance tie into that.
The far left content is an instagram post while the one to the right is a launch tease poster that can be posted anywhere whether it be instagram posts, stories, twitter etc.
02.
A home page that matches perfectly to the overall brand identity and especially with the socials is very important to create cohesion. Most of the ICP for this brand will be finding the company via socials and will then access the website from there. To create a satisfying and enjoyable interaction with the brand from discovery to purchase is important.
As many brands do, they must add some level of validity to their site such as this quote from Vogue. This creates some recognition and adds to brand trust. It also makes their products that much more attractive as Vogue carries a weight and unnatainable nature to their name. Products that can be associated with them increase their desirability.
03.
A clear self-description of the brand is also crucial in brand trust and customer retention. It also adds to the possibility of your brand being shared and talked about. To have a clear story of your brand and your goals that go beyond just your product adds to the familiarity and humanness of your company. It also ties into the new desire to buy local or small as the younger generation’s distrust of corporations grow.
04.
This is here was step one of development of the brand. Typography, vibe, color scheme and design inspiration all included. This mood board was a combination of the work that goes into planning brand colors and fonts. What type of photography and art themes will be utilized. And an artful depiction of brand words that are also relevant to the brand’s image.
This was the first real piece I put together for this project to then generate the rest of the content and can be done for anyone with the desire to grow their brand. To identify such things really help clear up the rest of the path towards social media growth.
