Willa | Social Media

Willa is a creative digital marketing agency offering strategy, branding, SEO, social media, content, web design, paid media, email marketing, and growth services.

As part of building Willa’s digital presence, I developed the brand’s social media strategy and created a flexible system of branded templates designed to establish a recognizable identity while positioning the agency as an experienced marketing partner.

As a new agency, Willa needed to build its social presence from the ground up.

The goal was not simply to fill an Instagram feed. The content needed to introduce the agency, communicate its services, demonstrate marketing expertise, showcase previous work, and ultimately give potential clients a reason to trust Willa with their brand.

At the same time, the visual direction needed to stand apart from the polished but often interchangeable aesthetic used by many marketing agencies.

I developed a content strategy built around a mix of brand awareness, education, expertise, portfolio work, services, and conversion-focused content.

Rather than making every post promotional, the strategy creates multiple opportunities for potential clients to discover Willa and understand how the agency approaches marketing.

Content themes include:

Marketing education and insights

Social media and content strategy

SEO and organic growth

Branding and creative direction

Website and digital strategy

Email marketing

Agency services

Portfolio and client work

Behind-the-brand content

Client acquisition and promotional content

This creates a balance between showing expertise and selling services, allowing the content itself to demonstrate the kind of strategic thinking clients can expect when working with Willa.

I created a collection of reusable social media templates that translate Willa’s visual identity into a flexible content system.

Instead of relying on one repetitive post format, the templates use different layouts, typography treatments, imagery, and compositions while maintaining a recognizable overall brand.

The system was designed to accommodate educational carousels, service posts, announcements, portfolio work, promotional content, and thought-leadership posts.

I also developed the messaging and copy behind Willa’s social content.

Captions and on-graphic copy were written to feel confident, conversational, and knowledgeable without relying heavily on traditional agency jargon.

The content communicates Willa’s experience while keeping the focus on the problems potential clients are trying to solve, from inconsistent social content and weak organic visibility to disconnected marketing strategies.

Because Willa's social presence was developed alongside the agency itself, I was able to create the strategy with the broader brand experience in mind.

The website, portfolio, service positioning, social media content, and visual identity were designed to feel connected rather than operating as separate marketing channels.

The result is a cohesive social media system that gives Willa a recognizable digital presence while providing enough flexibility to support ongoing content creation.

Rather than designing individual posts in isolation, I created a repeatable framework that can support the agency as its portfolio, services, audience, and content strategy continue to grow.

The project demonstrates my ability to take social media from strategy and positioning through copywriting, creative direction, template design, and ongoing content planning.