Kraton Social Media Campaigns

Similar But Different

I was asked to create a look and feel for social media campaigns. In the past, “templates” had been used and non-designers filled in the content. This time, they wanted to try something new. I was going to create the actual graphics for each post rather than just providing a template, which meant I had a lot more flexibility in what could be done with the graphics. However, time was also a factor, and I was asked to make sure I could put together graphics relatively quickly. Taking these two prompts into account, I created a set of assets that could be mixed and matched to create a wide variety of content. I included several different post sizes, single and multiple-page posts, and, for the first time for this company, social media videos. I created the same set of elements for the static posts and the video posts so they would continue to coordinate even if the medium changed.

I also incorporated design elements from the most recent Annual Report and the new website that had launched a couple of months prior. I was the designer on the website, but not the Annual Report. The challenge became combining two design styles, meeting company brand standards, creating a template that wasn’t a template, and ensuring that the imagery was unique and interesting. It was a very interesting visual challenge.

When all the different elements had been completed, I presented the concepts to the stakeholders using Milanote, a mood board/design inspiration board software. This allowed me to lay out all the content in one place, including my inspirations, captions, thought processes, etc. The concept was extremely well received and has continued to receive compliments from employees outside of the Marketing department as new content is posted with my graphics complementing the information.