A Danish consultancy needed to provide their client, who had recently acquired a new development on the harbour, with a content strategy for their social media. After a close examination of their vision for the area, I defined their target audience and narrowed this down to two personas. Based on this and a competitor analyses, I decided on the appropriate social media platforms for the development. The content strategy visualized inspiration from the communicative efforts of other cultural hubs/gathering places in urban areas. Included in the content guide were three content pillars, on which all future content would be based on, with examples. Tone of voice, posting frequency, content creation guidelines, including recommended hashtags and bio text, were all part of the final delivery.