Tender Photos is a digital platform dedicated to African photography and visual storytelling. For the launch of Tender Visions: Anwuli — An Invitation to Joy, the brand needed a cohesive set of social media designs to announce and promote the project. The campaign celebrated Igbo identity, culture, and everyday life through the lens of Amarachi Nnoli, with literary contributions from Zenas Ubere and Billie McTernan.

My role involved creating visually compelling social media posts, carousels, and short animated videos that highlighted the project’s themes and tone, merging contemporary design aesthetics with warmth and authenticity.

The main challenge was designing content that reflected the emotional depth of Anwuli — An Invitation to Joy while maintaining Tender Photos’ minimalist and editorial brand style. Each design needed to communicate without overwhelming the photography, ensuring the visuals complemented rather than competed with the storytelling. Additionally, the designs had to adapt seamlessly across various social formats to engage Tender Photos’ diverse online audience.

The campaign rollout achieved impressive engagement on Instagram, drawing strong audience interaction and positive feedback for its cohesive, narrative-driven design. The animated videos and carousel posts effectively captured attention, helping Tender Photos amplify the reach of Tender Visions and establish a strong visual identity for future editions of the series.