A spring social package developed as an extension of a larger go-to-market strategy, designed to translate high-level campaign thinking into cohesive, platform-specific execution. The work focused on building a unified visual and content system that could carry the campaign narrative across Instagram, Pinterest, Facebook, and other key channels while maintaining consistency with the broader launch.
Grounded in the strategic direction, the system introduced flexible templates, motion principles, and content guidelines that enabled scale without losing clarity or intent. The result was a cohesive seasonal presence that not only aligned with the overarching campaign, but amplified it—driving engagement, reinforcing messaging, and ensuring the brand showed up with purpose at every touchpoint.
wayfair spring social package
Motion
Cross-functional
Brand Voice
Art Direction
Design
the goal
this project focused on executing a cohesive, seasonal body of work across all major social platforms, with the goal of translating a single creative direction into a consistent, platform-native experience. Rather than treating each channel as a standalone effort, the approach centered on adapting core themes, visuals, and messaging to fit the unique behaviors and formats of each audience touchpoint. By aligning content to seasonal moments and cultural context, the work aimed to maintain relevance while reinforcing brand identity at scale.
the strategy
centered on building a flexible, insight-driven framework that could scale a single seasonal concept across platforms while still feeling native to each one. It began with identifying key seasonal themes and audience behaviors, then translating those into a core creative system—visual language, tone, and messaging—that could be adapted in multiple formats. Content was planned in waves to align with peak engagement moments, allowing for both proactive storytelling and reactive participation in emerging trends. Platform-specific optimization ensured that each execution felt tailored rather than duplicated, while performance data was continuously analyzed to refine and evolve the approach in real time.
the results
the project resulted in a cohesive, high-performing cross-platform presence that elevated both engagement and brand consistency over the course of the season. By aligning creative, timing, and platform-specific execution, the work drove increased visibility, stronger audience interaction, and more efficient content performance across channels. The system also proved scalable and repeatable, enabling faster turnaround on new ideas and more responsive participation in emerging trends.
credit to Kaitlynn Miller
my partner in copy, voice, and strategy