A little look at the strategy, branding and content work behind Common Ground.
This portfolio is where I share the ideas, visuals and content direction I’ve created for small businesses and brand concepts.
Back home Work with meI like creating work that feels warm, intentional and easy to understand. Not overly polished to the point it loses personality, and not thrown together just for the sake of posting.
My approach is about finding the middle ground between strategy and creativity: content that looks good, makes sense and helps people understand what a business is all about.
Project type: Brand identity, content direction and social media strategy.
Common Ground was built around the idea of helping small businesses feel confident online. I developed the visual direction, tone of voice, content pillars and overall brand feel.
The aim was to create a brand that felt warm, approachable and creative, while still being clear and professional enough for small business owners to trust.
Brand direction Tone of voice Content strategyProject type: Educational Instagram content.
I created carousel post concepts designed to make social media advice feel simple, useful and easy to save.
The focus was on turning common small business struggles, like overthinking content or inconsistent posting, into clear, personable posts with practical takeaways.
Carousel design Copywriting Audience educationProject type: Brand identity package development.
Groundwork is a brand identity package created for businesses that need stronger foundations before growing online.
This project included shaping the offer, naming the package, planning what it includes and positioning it as a helpful first step for businesses who feel visually unclear.
Package design Brand foundations Offer strategyProject type: Social media planning and content ideas.
I plan content around what a business needs people to understand, not just what looks nice on a feed.
This includes content pillars, caption ideas, post formats, story prompts and simple strategies to help small businesses show up more consistently.
Content pillars Planning ConsistencyI like to make things feel less overwhelming. The goal is to take the messy ideas, scattered notes and “I have no idea what to post” feeling, then turn it into something clear and usable.
1. Understand the brand
I look at what the business does, who it helps, what makes it different and what feeling the brand needs to give people.
2. Create a clear direction
I turn that into a visual and content direction, including colours, style, tone, content ideas and what the business should be known for online.
3. Make it easy to show up
The final aim is to make social media feel less like a guessing game and more like something the business can actually keep up with.