BLUR MARKETING GROUP
I'm currently freelancing for Blur Marketing Group, a strategic brand consultancy in Houston. I help brands refine their positioning, develop effective social media strategies, and create engaging content to enhance their online presence
Client|Roohtine
Role|Social Media Specialist
Timeline|1 month
BRAND OVERVIEW:
Roohtine is a non-alcoholic, functional beverage on a mission to make whole-body wellness easy through functional sips that are easily incorporated into your daily roohtine
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As the specialist, I was responsible for crafting the entire social media experience, making sure it was visually engaging and perfectly aligned with Roohtine’s unique identity
ROOHTINE'S VISIONS AND AMBITIONS
​Establish a brand identity
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Grow social media presence
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Increase brand awareness
DEEP DIVING:
I took a deep dive into the tone of voice, brand messaging, and aesthetics each competitor used. This helped me see what resonated with their audience and highlighted areas where Roohtine could stand out, such as using a more approachable or distinctive visual style
CONCEPTING:
To kick off the project, I started by developing a moodboard that captured the essence of Roohtine’s brand. This served as the foundation for everything from social concepts to the website and other consumer touchpoints
Once I got the green light on the moodboard, I moved on to selecting 12 unique social media concepts as inspiration. After incorporating feedback from the client, we narrowed it down to 9 final concepts ready for production
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DELIVERABLES INCLUDED:
Fully fleshed-out moodboard with two rounds of review and approval​​
12 initial social media concepts, refined down to 9 after feedback
Visual mockup of the 9 concepts laid out in an Instagram grid
BRINGING IT TO LIFE:
I designed 12 static images using tools like Canva and Lightroom, ensuring each asset aligned with the brand's aesthetic. After two rounds of feedback, we refined the visuals, transitioning to a brighter, glowier color palette, and returned to the initial plan of producing 12 final concepts that perfectly reflected the brand’s vibe
TREND INTEGRATION:
To increase Roohtine’s visibility, I incorporated relatable captions which allowed us to stay relevant and connect with a wider audience.The final Instagram grid mockup allowed the client to see how all the pieces fit together and how the posts would flow on their feed, ensuring a cohesive and aesthetically pleasing presence
CHALLENGES + CREATIVE SOLUTIONS:
During the project, one of the main challenges involved multiple rounds of feedback and revisions. Some concepts that initially aligned with the brand’s vision were reworked to better match evolving client preferences
To adapt, I maintained clear and open communication with the client, creating mockups after each revision to ensure we were moving in the right direction. This helped streamline the process and minimized delays, allowing us to stay on track with the content schedule
LESSONS LEARNED:
One of the most valuable lessons I learned was the undeniable importance of consistency
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By maintaining a steady flow of content and sticking to a clear and consistent posting schedule, we were able to build momentum, keeping the brand top of mind for followers
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I also realized that simplicity can resonate deeply with an audience when executed correctly. Roohtine’s minimalist aesthetic, combined with subtle branding elements like color schemes and clean layouts, connected with their target audience, proving that you don’t always need flashy visuals to make an impact