OI VITA Brand Curation & Social Media Strategy

OI VITA was loved locally but lacked a coherent online voice. Their digital presence and storytelling didn’t reflect the warmth and quality of their product and pizzeria. The goal was to create a recognisable social identity — one that felt authentic, elevated, and aligned with the brand’s Italian roots.

I led social media direction and brand curation. That meant shaping the editorial tone, designing the visual rhythm of the feed, and establishing a digital strategy that built trust and visibility without relying on heavy ad spend.

The process began with defining narrative pillars — food, people, and place. From there, I curated the visual direction, briefed and oversaw photoshoots, and refined the brand’s online aesthetic.

Each piece of content was treated as part of a larger story, blending lifestyle cues with the restaurant’s personality. The digital strategy prioritised organic growth and meaningful engagement over volume — ensuring OI VITA’s feed became a space that felt real and aspirational at once.

Instagram grew from 6K to 10.7K followers organically

Website reached 2.5K monthly visits with 1.8K high-intent actions

Sustained engagement rate above industry standards

Brand perception evolved from local spot to a cultural reference in the area

Secure several PR collaborations with no investment.