Key Takeaways:
Brand Overview
A Los Angeles–based luxury womenswear and accessories brand, Co, celebrated for its modern, minimalist aesthetic.
My Role
In-house marketing responsible for building Co's digital presence from the ground up — defining the brand's social voice, establishing its visual identity framework, and developing the content strategy and production system that unified storytelling across social, email, and digital channels.
Key Outcomes
Rolled out the brand’s first cohesive content strategy, unifying voice, visuals, and storytelling
Grew Instagram following by 60%, attracting a more engaged, high-value audience
Doubled email engagement rates, enhancing direct audience connection and retention
Established a polished and consistent visual identity across digital channels, reinforcing brand recognition and positioning
The Challenge:
With a global footprint of over 200 luxury retail locations, Co’s social media presence did not reflect the brand’s premium positioning. The feed lacked consistency, mixing professional studio images with unedited iPhone shots and sporadic lifestyle content, making it difficult for audiences to grasp the brand’s aesthetic.
This visual disconnect contributed to lower impressions and engagement, limiting Co’s ability to build a meaningful digital community. My role was to reimagine the brand’s social presence—aligning storytelling, content strategy, and visual identity—to create a cohesive, engaging, and sustainable social ecosystem that resonated with Co’s target audience.
The Solution:
The team and I developed Co’s first cohesive social media strategy, using the top 12 Instagram posts as a “digital mood board” to convey brand identity, products, collections, and lifestyle. Content was structured into four post types with a monthly cadence and supported by quarterly product and lifestyle photoshoots. A one-month paid social trial refined audience targeting and budget allocation, optimizing engagement. This approach increased Instagram following by 60% and established a repeatable system for content creation, scheduling, and performance tracking—turning Co’s social media into a consistent, strategic extension of its luxury brand.
Completed Work:
Crafted and executed Co’s inaugural social media content strategy, establishing voice, visual identity, and posting framework
Produced original lifestyle and product imagery to reflect the brand’s premium aesthetic
Collaborated with the photography team to ensure consistent production quality
Doubled social media engagement within four months
Developed and deployed multi-channel campaign assets across social, email, and digital platforms
The Impact:
Instagram following increased by 60%
Average engagement doubled within four months
Established a cohesive, premium visual identity across all social platforms
Built a repeatable content system for long-term growth and performance tracking