I led the Silver Fox relaunch — rebranded, refreshed, and repositioned to engage with clarity and purpose. I developed a new visual identity that sharpens the brand’s signature sophistication, pairing a modern palette with clean typography and striking imagery to emphasize craft, confidence, and curiosity. I defined and implemented streamlined content priorities focused on meaningful storytelling: expert insights, behind-the-scenes craftsmanship, thoughtful lifestyle curation, and community spotlights.

I established a consistent posting rhythm and redesigned content workflows to create clearer channels for conversation, plus interactive formats that invite authentic connection. I centered the relaunch on three commitments I defined and championed: quality over noise, genuine community, and purposeful content. The result is elevated visuals, practical expertise, and conversations that respect the audience’s time.

Familiar at heart but bolder in voice, Silver Fox now presents a cohesive, modern brand experience rooted in the strategic and creative work I led.

Silver Fox Social

Media Relaunch

I led the Silver Fox relaunch: rebranded, refreshed, and repositioned for clarity and purpose. I created a refined visual identity—modern palette, clean typography, striking imagery—to emphasize craft, confidence, and curiosity. I set focused content priorities: expert insights, behind-the-scenes craft, lifestyle curation, and community spotlights. I established a consistent posting rhythm, redesigned workflows, and added interactive formats to foster authentic connection. Guided by three commitments—quality over noise, genuine community, purposeful content—the relaunch delivered elevated visuals, practical expertise, and concise, respectful conversations. Familiar at heart but bolder in voice, Silver Fox now offers a cohesive, modern brand experience.

Process

Process

Goals

Goals

At the beginning of this process, I set 3 goals that I wanted to achieve with this project

01

Branding

First, we needed to align our outward facing brand with our new internal brand guidelines.

02

Consistency

Previously, our social accounts would be inactive for a while, and then suddenly active again for 3 weeks before dying down. We needed to start posting consistently and often.

03

Reach

Whenever we posted, our posts wouldnt go very far. With the mix of random hashtags, unengaging content, and poor design, I knew we needed a change so we could hit our engagement goals.

Roadmap

01

Research

02

Prototype

03

Build

04

Prepare

05

Post

06

Engage

  • When creating content it was important to make sure the content could be used across platforms i.e., Instagram, LinkedIn, the website, etc.. To achieve this, I created a 100-slide template with proper guides to ensure that all content could be used as is across all platforms.

    Along with this template, I created social media guidelines to make sure all content created would be consistent in tone, aesthetic, and general vibe. This was an issue before the rebrand, where there were varying aesthetics that didn’t feel cohesive.

  • When creating new content, there are 4 buckets that I wanted to focus on. Who We Are, Tell a Story, Customer Voices, and Company Highlights. Within these there are categories of projects like Font Friday, True or False, Client Spotlight, Blogs, along with special projects that are removed from these categories.

    From the categories, I build on top of them to achieve a consistent design. True or False posts should look like the other True or False posts. Building like this on top of the social media template allows for any designer to jump in and work on content.

  • A lot of research was done to figure out how often should I be posting. Eventually I landed on 2-3 times a week, with 3 times being the stretch goal. But always on Monday and Friday. Keeping the date consistent meant it would make it so we would grow an dedicated audience that would see our content at the same time, those days.

    As for reach, a lot of testing went into what keywords, subject matter, and time of day would give the most reach. Instagram and LinkedIn operate very differently in terms of discoverability so a outside SEO team was brought in to help optimize the process.

  • The biggest hurdle when rebranding our social media was being flexible and agile as possible. It was very easy to create templates, the content, etc., but it was hard to make pivot initially when things wouldn’t work. It took a lot of exploration on my end to make sure we wouldn’t get stuck in a rut.

    • Over 500% increase in views YoY

    • 50 new followers

    • Website traffic up 300%

    • 10 new clients that found us through social media

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