Social Rebrand & Creative Direction
Rebuilding a luxury brand’s presence through strategy, storytelling, systems, and design ops.
Storytelling-Led Strategy
Brought clarity, cohesion, and collaboration to a fragmented brand.
The Challenge
Quintessentially’s brand presence was visually inconsistent and siloed across regions and departments. Social content lacked strategic direction, with no guidelines, templates, or defined voice, leading to inefficiencies and missed brand-building opportunities.
The Approach
I led a full creative overhaul, reshaping the brand’s visual identity, content strategy, and design operations globally.
- Introduced structured content pillars and campaign planning across social
- Designed and launched full toolkits and visual guidelines for global teams
- Developed the “25 Years of Quintessentially” brand identity and execution assets
- Created and implemented design systems (Monday.com, Figma, PS, AE templates) to streamline collaboration and free up team capacity
- Art directed content shoots and introduced master templates for stories, carousels, and print
- Embedded social strategy and SEO thinking into the copy and social teams’ workflows
- Mentored designers, set up approval pipelines, and rebuilt cross-team collaboration
Also, created a strategy that spanned four key pillars:
- Narrative: Story-driven content themes tied to lifestyle, relevance, and aspiration
- Voice: Guidance on maintaining SEO brand tone across captions, on-post copy, and hashtags
- Platform Roles: Strategic breakdowns of how to use Instagram, TikTok, LinkedIn, and Facebook.
- Story Mechanics: Content mapped to the Introduce > Invite > Immerse model
I also introduced the tools and education needed to make the strategy actionable:
- Built a monthly analytics tracker to evaluate performance and guide iteration
- Transformed the content calendar from a task list into a creative, collaborative space, where design and copy teams felt empowered to contribute ideas grounded in strategy, SEO, and performance
- Created social caption templates aligned with Social SEO best practices and brand tone
- Taught both the copy team and the social media manager how to apply hashtag strategy, caption search-ability, and audience discovery techniques
This wasn’t just about structure, it was about capability.
The Results
- Delivered a comprehensive strategy and toolkit used across creative, content, and marketing
- Unified a previously disconnected team under one creative system, aligning clear standards for tone, visuals, execution, and platform strategy, while building a culture of collaboration and clarity.
- Created the foundation for all future campaigns, including the highest-performing post in brand history (Michelin-starred chef reel)
- Elevated the perception of social as a strategic channel, not an add-on
- Empowered the internal team with tools and training to create smarter, faster, and with confidence
Process
A cross-functional creative rebuild, from fragmented assets to a full brand system.
01
Auditing the brand reality.
Mapped out existing social content, workflows, design inconsistencies, and team habits across multiple global markets. Identified gaps, duplicated efforts, and where visual cohesion was breaking down.
02
Systemising everything.
Designed and implemented a design system using Monday.com and Figma, from social templates to PowerPoint decks. Built reusable assets and documentation to speed up delivery and free up creative capacity.
03
Connecting the dots.
Set up feedback loops between design, social, and copy teams. Introduced shared planning, aligned strategy, and created toolkits so international markets could roll out consistent campaigns with ease.
04
Delivering at scale.
Launched major projects like “25 Years of Quintessentially” across print, social, and digital, and led content planning, visual rollout, and approval workflows. Mentored the team on visual storytelling, campaign thinking, and efficient execution.
the visuals
From concept to culture, here’s how it came to life across platforms, posts, and gameplay.
