Revamping Engagement: Reinventing TweakMyContent's Social Impact

Imagine a brand dedicated to career editorial services – that's TweakMyContent. Their lifeblood? Referrals and a dynamic social media presence. But a recent audit revealed a reality check – their engagement was lackluster, and their online presence was barely there. The question that sparked this mission: "Why isn't our content hitting the mark?"

In response, I stepped in as the sole brand identity designer and led a focused team. Together, we tackled the puzzle head-on. What we found was eye-opening – TMC's brand image wasn't connecting with its audience. The fix? A bold rebranding move.

2 months (July - August 2022)

I collaborated closely with the founders throughout the entire design process, covering tasks such as company auditing, target audience analysis, concept ideation, logo design, brand system development, guideline compilation, social media graphics, and print materials design.

Envision diving deep into a brand's core – that's what I did for TweakMyContent. Armed with a toolkit of analyses including SWOT, Competitive, Target Audience, and User Journey Mapping, I embarked on a comprehensive audit. The goal? To capture the company's essence and set it on the path to success.

These analyses weren't just data – they painted a vivid picture of the brand's reality. By dissecting the findings, we unearthed the brand's values, mission, and goals. Armed with these insights, we molded a brand personality that truly embodies TweakMyContent.

To lay the foundations of TweakMyContent's identity, I embarked on a meticulous journey. First, I identified key brand elements and distilled them into a cohesive list that resonated with the brand's essence. Then, I orchestrated a strategic fusion of these elements to evoke a sense of belonging in a unique, distinctly definitive way.

Typography, a silent communicator, played a pivotal role. The letter mark sported a blend of bold and medium weights – projecting strength while maintaining approachability. The choice of straight, simple, and rounded typefaces conveyed stability, directness, and comfort – assuring clients of our unwavering support. The thoughtful use of lowercase exuded compassion, while uppercase added a touch of readability and strength, making us the steadfast companion you can rely on.

And then, there was the journey through typefaces. Arimo and Garamond were insightful experiments, but their limitations held us back. Arimo's formality and aloofness didn't match our vivacity, and Garamond's vintage charm didn't offer the versatility we needed.

With careful curation, new typefaces emerged, tailored to every medium and platform. Enter Quasimoda, breathing life into our social media interactions, seamlessly enhancing communication.

The palette of colors was a deliberate orchestration – each hue a brushstroke painting our brand's vibrant personality. Persian Indigo, a fusion of blue and violet, echoed intuition, fairness, and creativity, while Orange infused vitality and positivity, encouraging dynamic interactions. Rubine red, a subtle blend of red and pink, offered a warm, friendly embrace, cultivating an atmosphere of ease.

The culmination of our efforts yielded a brand identity that harmoniously embodied the vision of the career editorial enterprise. What emerged was a dynamic, accessible, and spirited identity that spoke directly to our audience.

This transformation wasn't just a design endeavor; it was a strategic shift that breathed life into TweakMyContent's online presence. The result? A surge in engagement and interaction across social media platforms.

The numbers tell a compelling story: Our engagement metrics skyrocketed by 45%, connecting us more profoundly with our audience. This newfound vibrancy not only reaffirmed our brand's essence but also translated directly into increased user interactions, validating the alignment of our design choices with the company's aspirations.

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