Calestra – Visual Worldbuilding via Pinterest
Hedvig Brekke
💼 Project: Calestra – Visual World building via Pinterest
Overview
To bring Calestra’s emotional universe to life before launch, I created a symbolic, story-driven Pinterest presence that functions as both a brand archive and a pre-launch narrative system. Each board reflects a distinct layer of the brand, from visual archetypes to tone, product symbolism, and emotional positioning.
This project showcases how I use aesthetic systems, narrative structure, and platform-native content to build immersive brand worlds. By repurposing Instagram and Substack content into visual storytelling, I transformed Pinterest into a strategic tool for discoverability, emotional resonance, and soft community building.
✨ My Role
Visual world building & aesthetic direction
Narrative board strategy and symbolic structuring
Pin design, layout, and content repurposing flow
Copywriting for SEO-optimized Pin titles & descriptions
Moodboard creation & quote design in brand tone
Launch teaser integration + “Chapter One” content framework
🧠 Outcome
A cinematic, emotionally resonant Pinterest brand presence, used to create anticipation for the launch of Calestra. The account captures brand tone, structure, and storytelling across multiple boards, acting as both a portfolio piece and a working discovery channel for the brand’s early community.
📈 The Pinterest account grew from 0 to 742 monthly views within days of launch, validating both visual appeal and early interest in the brand world.
📎 Links
📸 Visual Breakdown:
Board system overview
Each board is designed as a symbolic chapter (The Dove, Chapter One, Our Muses, Forever Pieces) reflecting visual and emotional brand themes.
Each board is designed as a symbolic chapter (Calestra’s Letters, Chapter One, The Calestra World, Our Muses, Calestra Archetypes) reflecting visual and emotional brand themes. The Pinterest layout serves as a digital archive, cinematic, structured, and story-forward, designed to immerse the viewer in the brand universe ahead of launch.
Moodboard Pin examples
Custom-designed vertical Pins built from Calestra’s Instagram content, mood references, and art direction.
These moodboard-style Pins blend art direction, product archetypes, and emotional tone to embody the Calestra universe. Designed as vertical editorials, they repurpose content from Instagram and Substack into symbolic, searchable inspiration, each one reflecting a distinct Calestra woman.
Quote Pins
Editorial-style branded Pins using Substack excerpts and poetic narrative copy, repurposed for emotional depth.
A collection of editorial-style quote Pins, designed to extend Calestra’s narrative voice across Pinterest. Each piece repurposes poetic copy from Substack and Instagram into timeless visual statements, balancing emotion and discoverability.
Pinterest UX layout
Screenshot showing how the account structure mirrors a digital archive, clean, curated, story-forward.
The Calestra Pinterest account is structured as a digital archive, clean, cinematic, and story-forward. Each board and Pin contributes to an immersive visual system that mirrors an editorial moodboard or independent publication, reinforcing both brand tone and content depth.
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Posted Jun 18, 2025
Story-driven Pinterest presence built as a symbolic brand archive to grow early awareness, emotional connection, and visual consistency.
