Instagram caption copy & post planning | Integral Design

I spent half a year as an intern at mBrand, a creative agency, and one of my tasks was managing Instagram for a client of ours, Integral Design + Build.

Integral Design + Build is a landscaping company whose Instagram presence aims to promote their work and ethos through beautiful photography and short, clever captions. It’s more about setting a tone and developing their brand's identity rather than advertising or collecting as many followers as possible. A bit of an anti-thesis to algorithm-dictated strategies, they treat Instagram as a portfolio to showcase their work and story, trusting that the right people will resonate with the slow-and-steadiness of their values and vision.

I planned and scheduled posts to evenly balance between finished project carousels and the quick snapshots of behind the scenes. For the carousel posts that featured recently completed homes and gardens, I pulled project descriptions from Integral's website and edited the details for caption copy, focusing on highlighting their approach and unique results. For their day-to-day posts, I kept to single sentence captions, writing from a behind the scenes, day in the life perspective, ensuring that the tone and message was always positive, vibrant, and upbeat in order to reflect how much they enjoy their work and value the people they do it for.

planning Instagram grid layout with provided images

writing captions for individual posts

hashtag research, focusing on building, construction, and the local area

scheduling posts with Social Vista

Integral continues to thrive with a strategy that focuses on showcasing their work and the values that make them the rock solid company that they are - integrity, high quality craftsmanship, and a commitment to their community and clients.