Social Media Strategy for Deakin & Francis Jewelry

Transforming a heritage jewellery brand’s Social Media into a structured, high-performing visual and storytelling platform.

Brand, Visual System & Social

My Role: Strategy | Content | Creative Direction | Posting | Content & Messaging | Brand positioning | Consistency | Engagement | Storytelling

Date: 2026

Known for its craftsmanship, the brand specialises in luxury fine jewelry and accessories, with a strong focus on hand-made pieces and traditional techniques.

The goal was to transform the social media platforms into not only showcased products, but communicated the brand’s identity with clarity and consistency.

Build a recognisable and cohesive Instagram presence aligned with luxury positioning

Translate heritage and craftsmanship into modern, engaging content

Increase engagement through structured storytelling

Create a repeatable content system to support long-term consistency

A structured, system-led approach was introduced to bring clarity and consistency across all content.

Content Structure Defined content pillars & organise output. This allowed for a balanced and intentional mix across the grid.

Narrative Direction Content shifted from purely product-led to story-driven. Each post was designed to communicate more than the product itself, highlighting process, meaning, and brand history.

Visual Identity on Instagram A consistent visual language was established through tone, lighting, and composition.

Systemisation A repeatable content system was implemented, including structured weekly planning, defined formats (Reels, carousels, stories), and alignment with key brand moments such as campaigns, events, and seasonal activations.

Result: a structured, story-led Instagram presence with clear direction, consistent visuals, and stronger audience engagement.