YIELD Brand Curation & Social Media Strategy

YIELD had the soul of a community wine bar — built on sustainable sourcing and local partnerships — but its digital presence didn’t reflect that intimacy. The storytelling felt disjointed, and the visuals lacked the warmth and credibility that defined the in-person experience. The challenge was to translate YIELD’s ethos into a digital identity that felt as authentic as its glass-to-table philosophy.

I led social media strategy and brand curation. My role was to shape the online narrative, develop a cohesive visual rhythm, and ensure the brand’s values were communicated with clarity and consistency. I worked directly with the founders to bring their story and mission to life online.

I began by identifying YIELD’s core themes — community, local products, and sustainability — and turned them into content pillars that guided all communication. I directed photography that captured the tactile, human side of the space, blending moments of product focus with the people and energy behind it. The social media strategy prioritised storytelling and education over trends, building credibility through simplicity and honesty.

Established a recognisable online presence aligned with the brand’s values

Increased community engagement and event attendance organically

Strengthened brand perception within London’s hospitality and wine scenes

Created a timeless visual identity that continues to guide the brand’s growth