Annapolis Town Center (ATC), is an entertainment-focused, mixed-use destination. Like most shopping locations and businesses, ATC struggled to keep their tenants’ doors open amid the 2020 COVID restrictions and shelter-in-place mandates. Now, a year later, as vaccines are distributed and restrictions are lessening; it was time to create an aggressive campaign that would drum up the missed foot traffic and buzz about the property. 

Collaborating closely with ATC’s top management team, Symmetry helped bring three new and exciting pop-ups to the Town Center. Each featured their own unique, one-of-a-kind dining experiences for the local community. The events required a touch of creativity, a detailed execution, and an engaging message to appeal to an audience who, for the previous 365 days, remained introverts in their own homes.

Emerald Lounge Speakeasy 

Kicking off the first of many, highly anticipated pop-up events was the Emerald Lounge Speakeasy. Selling out in just 10 hours, this event demonstrated that pop-up activations were something ATC’s guests were in dire need of. Something to get them out of the house, have fun, and enjoy a night with family and friends in a safe way. 

We decided to launch the event in “speakeasy-style”; publicizing it exactly at midnight so only a few would hear of it first. News quickly spread by early morning and by mid-morning the event had sold out. 

Those 144 guests, quick enough to get a ticket, were provided a secret passcode and an image of the secret back entrance on the day of the event. They were greeted by two bookkeepers who would then verify their code and allow them access to the bar via a secret door in a bookshelf. 

Inspired by 1920s speakeasy vibes, this event showcased live music that featured authentic gramophones, and an imaginative food and cocktail menu with curated themes and names. As an added surprise for guests, Emerald Lounge invited a burlesque dancer to perform after dinner. The overwhelming response of positive feedback both during the event and on social media was proof that this event was a success and details make all the difference.

During the campaign, we gained over 30 followers for Annapolis Town Center; nine of which were influencers who joined us for the event. Following the event, we saw over 800 profile visits with 170 link in bio clicks, and over 550 engaged followers.

Hotel Charlie: Piano Bar

Bring on Hotel Charlie. This piano bar inspired lounge housed its own special features like a live pianist, themed drinks, and even secret menu items! We knew that branding this event was key in creating an exclusive, guessing, and high-end vibe. Pre-event messaging kept our audience wondering if this was a true grand opening of a hotel or just a well-curated experience. 

Following the Emerald Lounge, our followers were unsure what to expect with the opening of Hotel Charlie. Although they could make their own conclusions as to what it would be, we made sure to only communicate vague descriptions for the event by saying that it was an opening for Hotel Charlie! 

Ticketed guests followed the velvet stanchions leading to the main entrance and greeted the doorman. Once confirmed on the VIP list, they were led into a mock hotel room that our team helped fabricate. They were then led to the elevator, designed as a closet, which would take them up to the main level.

Stepping into the expansive room, guests were greeted with a classical live piano and a welcoming doorman who would escort them to their table. While enjoying their complimentary charcuterie board, they could order drinks to their tables from their phone. Plus, there was a secret menu drink that you could only hear about by word of mouth. This special drink was brought to your table in a small, handmade wooden suitcase that you could take home! 

Following would be an evening of specialty drinks, fine dining, and lots of Instagram posts. Guests were excited to be a part of an exclusive event and we continued to hear them ask for more pop-up events!

Through the course of the 12-day campaign, we saw over 50 new followers, nearly 800 profile visits, and almost 350 link in bio clicks. We were glad to welcome six social media influencers; all who were a part of the 150 guests joining us for Hotel Charlie.

Benny and the Eggs

Continuing to utilize the property’s open space, the final pop-up event came just in time for Spring. Taking advantage of the warm weather and Annapolis’ long rolodex of brunch-fanatics, we assisted ATC in orchestrating an Elton John-inspired brunch on their outdoor patio! 

You could tell from the bright outfits and fun sunglasses that guests were fully prepared to indulge in the theme for the morning.  The set-up, just like its previous successors, was socially distanced friendly and encouraged a relaxing, fun time by all. We loved seeing a version of everybody’s unique experience of the brunch via their Instagrams.

During this event launch, we saw the most overall engagement on social media. In 16 days, we saw over 80 new followers and 500 engaged followers. Additionally, there was over 1,000 profile visits and 300 link in bio clicks. We were also pleased to see both attendees and non -attendees, like the Town Center residents, posting about the event. 

Our team always looks forward to projects like these that require us to think a little outside of the box. We were thrilled with the outcome and are ready to assist our client in creating more unique experiences and activations. 

Brands are not tangible things. They are mental and creative entities that consumers have a relationship with.

A logo, product, website, and slogan are aspects that make up a brand’s identity, but these details alone are not the brand itself. Just like how your clothes and speech can express your identity, it can hardly define your true character.

A brand has a story, personality, values, and voice, as well as an immense influence on product value, perception, and economics.

Brand Story

It’s been proven that we are storytelling creatures. This means brands win when they can connect to their audience; easily opening the door for their consumers to spend money on their products and/or services. 

One brand that is known to use storytelling effectively is Apple. You can see (and feel) Apple’s appeal to human creativity and excellence in their famous “Think Different” campaign. It features a series of black and white photos of historic figures like Martin Luther King, Amelia Earhart, Einstein, John Lenon, and Muhammad Ali in a single narrative of openness, creativity, and progress. 

Apple’s brand story is clear: it’s about innovation, progress, and boundary-pushing creativity made possible by personable technology.

Brand Mission & Vision

Your brand’s mission is its guiding light. Beyond profit, It is the core reason why the brand exists.

IKEA, for example, is known to deliver well on their mission to “create a better life for the many people.” Their products are easy to build, and their designs often inspire furniture hacks and fresh ways of organizing living spaces. 

Their brand’s mission and vision are directly tied to their promise. Likewise, meeting the expectations your brand sets is a key part of brand equity growth.

Brand Personality

A brand’s personality is all the human characteristics the brand embodies. For most, there is already a measurable framework that brands are subjected to by their audience.

Think about Louis Vuitton. It’s the world’s 9th most valuable brand and the world’s top luxury brand at $47.5 Billion. But, as we know, Louis Vuitton is not just their bag. Louis Vuitton’s personality is elegant, traditional and craftsmanship focused. It embodies exceptional design consistency across decades of changes in style and society since 1854. Some of the greatest personalities today flaunt Louis Vuitton and contribute to its brand by association. 

When building your brand, remember that its purpose is to connect with real people. Listen to what others are saying about the brands they use. Personality is an unavoidable part of that connection. 

Brand Values & Voice

In brand strategies, a brand reveals and conveys its values through its voice. Which means if your brand values are unclear, your voice will be inconsistent.

If you look at Nike’s 2012 London Olympic ad cycle, the brand equates its consumer to Olympic athletes while using its powerful, inspiring, and encouraging voice.

The voice and visuals within the ad reveal some of the brand’s values: equity, excellence, and success. This connection contributes to a coherent brand experience.

Use Brand To Create Value

You don’t have to be a tech giant or luxury brand to benefit from having a good brand. No matter where you are in your brand story, be mindful that it’s a multi-dimensional entity that can benefit your business for years to come.

For as long as I can remember, I could be found in the woods hunting or on the water hooking fish. As a child, I would explore as much of the wildlife as I could and take note of what I saw in hopes of discovering more than the previous day. As soon as I was able to get out on my own, I disappeared the entire length of the hunting season and spent most summers on the water boating and fishing; all the while learning and taking in what nature offered. I would often watch the wildlife while hunting rather than taking a shot at a passing animal. The same goes for fishing; especially since I‘m a catch and release fisherman. After spending a lot of time fishing Freshwater Bass, I adopted what’s called “Trophy Bass” in order to achieve a master angler class in Virginia. However, I fell short once I had moved to Maryland where I now plan to bring my accomplishments and knowledge to the Symmetry Agency, as well as continue to grow in the outdoorsman field.

Since joining Symmetry, I’ve worked on Fish & Hunt Maryland and the Alligator Recovery Project. Both of these projects were created to educate and showcase the local wildlife and their impact on their environmental habitats.

Fish & Hunt Maryland showcases the state as a premier sportsman’s destination by providing a wealth of knowledge to outdoorsmen and women on the locations of their favorite species, including access to the best guides and charters in the area. Through a number of blogs and articles, their audience can gain helpful insights, breakdowns on prime locations, and tips and tricks for their next hunting and fishing adventure.

My most memorable moments working with this client is attending video shoots around the state. I have met countless professionals in the industry who truly embody their sport of choice. Not to mention, I get to take in the wide variety of Maryland’s amazing and beautiful landscapes.  Connecting with the men and women in both the fishing and hunting industry through Fish and Hunt Maryland’s social channels has also been a positive experience. It is humbling to share their stories, photos, and insight. 

The Louisiana Advisory’s Alligator Video Project is another great experience I had the opportunity to be a part of. It involved telling the story of the alligator industry, while illustrating the extremely negative impact of legislation against alligator farming and trade. In this industry, there are a number of biologists who are sent out to find alligator nests. They collect the eggs, raise them in captivity, and release the population back into the world. This helps build stronger and healthier alligators than if they were to try and brave mother nature’s true elements. Legislation against this culture would result in a major ripple effect both in Louisiana and  in all coastal alligator habitats. It would allow pests and invasive species that alligators control to run rampant throughout the southern region. As you could assume, this project is extremely important to the natives of Louisiana and their economy. It was powerful for me to be involved in a project that emphasized the importance of this industry. 

Being a part of these projects has been an amazing experience. I am honored to have had the opportunity to meet with so many inspiring activists, fisherman, and hunters. Being involved with Fish & Hunt Maryland has allowed me to grow as an outdoorsman while in the process, giving me the opportunity to be associated in what I love while also growing and encouraging more people to step foot in nature. I can only imagine what experiences my future involvement with these clients and more will bring me.

Although my first phone wasn’t a smartphone, I’m a digitally native 22-year-old, who likes to think I know a thing or two about the social-media world. My phone is in my hands before I even open my eyes in the morning, I’m part of the 1 billion monthly active users on Instagram, and I don’t know how to change a tire.

I’m the Gen Z prototype.

Being so young and active online, I’m often the target marketed on social media. So, I thought I was pretty familiar with trends, both socially and marketing-wise. That was until I became the one creating the posts. I made plenty of new discoveries every day as I started to learn about how things worked behind the scenes.

In The Comment Section

People love comments. Posting them, receiving them, reacting to them. The same is true with business accounts. But, it can be hard to figure out how to engage with your audience if you’re only posting a few times a week. Thankfully, I learned a few tricks on how to do that more effectively. Whether followers are excited about a promotion, mad about a canceled event, or asking a question, people are always quick to take to the comment section! Replying back to peoples comments is important and gives your profile a more personable and active feel. That being said, it is important to know how to respond to certain comments. Comments that may involve negative feelings or questions should be replied to and addressed in a direct message. It is also important to “like” people’s comments and even comment on other posts to engage on other posts as well.

Who, What, and When

Thinking of new content for a client can sometimes be tricky. So once you choose an image and develop its message, what’s next? Figuring out when to publish a post using an editorial calendar is an underrated element of your social channel strategy. Based on the demographic you want to reach and the platform you’re using, a lot can influence your decision.

LinkedIn

A platform like LinkedIn, where most of its users have a 9-5 workday, sees a dropoff in activity after 5:00 pm. Additionally, they see less activity on Mondays and on the weekend. So, for a platform like this, you would ideally post Thursday through Friday during regular business hours. 

Facebook

Deciding on a day to post is fairly easy since there’s consistent activity on most days. Also, the number of posts doesn’t matter,that is, until it does. Similar to LinkedIn, once you publish more than five times per week (for most companies, that’s once per workday) engagement drops significantly. Facebook prioritizes “fresh” content and doesn’t want to overwhelm users with just one company in their feed, so when companies publish more than once in a day, their first post can be cannibalized by the next. 

Instagram

Last, but certainly not least, Instagram (in the biz, we call it IG). Instagram is like a second-generation Facebook. Same idea with almost the same post types and even the same owner, but they’re used in very different ways. The app is inhabited by a plethora of different kinds of users: personal accounts, companies, your local senator, artists, the list goes on. That being said, there are also a lot of posting habits. For example, the best times to post are in the morning when people first wake up, during lunch when they have time to scroll through their feed, and after 5:00 pm when they get off work. Even then, depending on what kind of audience you are trying to reach, you may have to adjust to their work schedules. For example, educators check their phones at different times than someone working in healthcare. When doing research, start with this this great resource to learn how to navigate different types of posting patterns. 

The Art of Caption Writing

Captioning a post is another step that doesn’t get the appreciation it deserves. I mean, what do you say when a picture is worth a thousand words and you only have 140 characters, or 280? Not only will you have to change your messaging based on character count allowance, but also based on the platform (Twitter, IG, Facebook, etc) you’re using. Additionally, different platforms tend to cater to different demographics and are utilized in different ways. For example, Facebook is a great tool to inform your audience and tend to reach an older (30+) audience. Whereas Instagram is for posting more aesthetic and visual posts while reaching a younger audience. This being said, captions on Facebook tend to be more informative whereas Instagram can be more casual and witty. 

Whether you’re behind the scenes or just a daily user, there is a lot to be learned about social media and how people interact with it. Nuances and trends change day to day. Aso as long as you’re using social media as much as your followers, you’ll never have to catch up. The best way to stay up-to-date is to be active and engage.

The Annapolis Town Center has spent the past few months adapting to a new way of retail, dining, and community events. To support our client, the Symmetry team reworked  the Town Center’s campaigns for the spring/summer of 2020. When Annapolitans experienced the impact of COVID-19, our focus moved from shopping and dining-in to supporting the local community. Together, we were successful in raising relief funds for local schools, healthcare workers, and musicians.

Tunes from the Town: Virtual Concert Series

The Annapolis Town Center and Symmetry Creative Agency partnered up to provide local musicians with the support and means to generate some form of income with Tunes from the Town: A Virtual Concert Series. From April 15 – May 2, viewers streamed performances from 18 local artists on the Town Center’s Facebook page. During the performance, the audience was encouraged to donate to the Annapolis Musicians Fund for Musicians (AMFM). AMFM supports musicians with emergency funds as they are unable to perform given state guidelines. The Annapolis Town Center and Symmetry also promised to match every donation, dollar for dollar, made by the end of April for up to a total of $5,000.

In order to promote the series, Symmetry’s team provided the musicians with creative assets to market their virtual shows. We also handled cross-posting to ATC’s Facebook page each night. Days before the conclusion of the campaign, we passed the initial objective of  $10,000. As a result, we bumped up the final goal and ultimately e raised an impressive $21,428 for local musicians.

Our Heroes Wear Scrubs

The Annapolis Town Center collected 200 coloring page submissions from the community for a window mural honoring the brave work of local healthcare workers. The final artwork was unveiled during Nurses Week (May 6-12). For each page, a $10 donation was made by the Town Center to the Anne Arundel Medical Center’s Community Response Fund, resulting in a total donation of $2,000 raised. 

The mural of unique artwork was on display beneath Target for the entire month of May, serving as a reminder of who the real heroes are. In order to execute this campaign, Symmetry’s Creative team designed a variety of coloring pages to be downloaded and customized. The communications team was then responsible for implementing a strong marketing campaign that involved weekly social posts, blog content, email marketing, and digital ads. This project gave local families an activity to work on while stuck at home and provided a monetary token of support for the ongoing health crisis.

Buy a Meal, Give a Meal

While many retailers were forced to close their doors, the Annapolis Town Center remained committed to making a difference for their tenants. As schools closed in the interest of public health, the Town Center implemented the Buy a Meal, Give a Meal campaign. These efforts aimed to support students who rely on school lunches for meal assistance. Under state guidelines, restaurants were allowed to remain open while pivoting to carry-out and delivery only. Town Center customers were encouraged to Buy A Meal (whether take-out, delivery or even a gift card) at one of the participating restaurants and then the Town Center would Give A Meal to students in need by donating a percentage of all restaurant sales to the Anne Arundel County Public Schools’ student lunch program. Symmetry’s creative team designed the graphics for all social posts, email marketing, and digital needs to promote the Town Center’s restaurants and encourage the community to get involved. A total of $3,000 was raised in support of local schools while also keeping their restaurants open.

What started as a challenging turn of events turned out to be the perfect opportunity to help our client step up and meet growing needs in the community. The Town Center’s commitment to adaptation made Symmetry’s role easier. 

One of the defining pillars in our identity as an agency is our community. Annapolis is our home. Over the years, working with multiple clients within Anne Arundel County, our work has strongly focused around the local shops, restaurants, boutiques, studios, and museums, as well as the wonderful personalities that run them. We find the beauty in our maritime roots, strong history, and creative minds that set this area apart from others.

At the start of 2020, we worried about the pandemic’s effects on our beloved city, our locals, and our way of life. While the community was desperate for any ray of hope, happiness, and positivity during this dark time, our team decided to create a message of resilience and support to showcase how Annapolis can bounce back stronger than before. 

With the vast talents of our employees and contractors, we knew we had to develop a storyline that embodied the heart and soul of Annapolis. We couldn’t settle for posting something generic. The idea was to visually showcase historical moments  of unity in Annapolis through a dedicated video. We partnered with Patrick McNamara of Drawn to the Image to collaborate. Together, we thought of some defining moments in Annapolis’s long and colorful history. Especially moments that told the story of our City persevering through troubled times. 

With that vision of the community in mind, we reached out to various groups in Annapolis to collaborate. St. John’s College provided images and video footage from the annual Annapolis Cup Croquet Match. The City of Annapolis gave us footage from Hurricane Isabel and the Annapolis Maritime Museum gave clips of local activities.. We also worked with local photographer Jay Flemming, Historic Annapolis, SpinSheet, and Patch. 

The end result was a mesmerizing, uplifting video that was met with encouragement and gratitude from the Annapolis community. 

If we’ve learned anything from Mad Men, it’s that no office is complete without a drink cart (that was the message in Mad Men, right?). Whether it’s celebratory champagne or a late-night old fashioned, we know the benefits of balancing work and play. Having a happy hour with team members provides an opportunity to interact and bond in a way that isn’t always possible during office hours. We’ve also found that drinks with a client can sometimes help to open communication, generate new ideas, and foster stronger relationships. Here are a few reasons why we think you should enjoy a team drink once in a while.

Team Bonding

Days can be long and stressful, so it is important to take time to decompress and have a little fun! At Symmetry we maintain a healthy work-life balance; bonding with each other beyond life in the office. Taking time for workday outings, midday lunches, or after-hour drinks fosters a positive work environment. This encourages coworkers to collaborate freely and do their best each day. Plus, life itself is full of occasions worth toasting to, and the Symmetry team loves a good celebration. Birthdays, celebratory dinners, and any other drink-worthy occasions are always on the calendar. 

It’s a Wrap

Landing a new account or wrapping up the details of a big project means celebratory drinks are in order. At Symmetry, we’ve found that celebrating after a win, whether big or small, is a good way to unwind and relax after tirelessly working to meet deadlines and making clients happy. No matter the extent of the outing, this is a powerful gesture to the team showing just how much you value their efforts. The time out of the office helps to build team morale, replenishes the team’s energy, and prepares employees for the next big project to come.

Conversations with Clients

Sometimes it’s easier to discuss new plans and ideas with clients in a different, neutral environment. It could be a drink in the conference room to go over strategy or a trip to your favorite local restaurant or bar — a little something to break up the same old routine. When working with a new client, meeting over drinks can help cultivate that comfortable working relationship and build a better base for communication moving forward. For longtime clients, this provides all parties with a relaxed atmosphere for project planning and brainstorming. Taking clients out shows that they are valued and helps demonstrate our level of service and commitment to them.

If you’re looking to switch it up a little bit, consider a happy hour for you and your team. Bond over favorite drinks and embrace your wins, you deserve it!

After developing a collaborative relationship with the Maryland Department of Natural Resources, our team was asked to develop Fish & Hunt Maryland (F&HMD) at the request of eight sportsmen’s groups under the auspices of the Maryland Legislative Sportsmen’s Foundation.

The goal in developing F&HMD was to speak with men and women of the sporting industry (charters, guides, outfitters, ranges, and lodges) and use their voice to provide audiences with relevant information on their next big catch or sporting goals.

How We Did It

Our first challenge was brand direction. We know Maryland has a strong maritime culture, unlike other states whose landlocked geography invites greater focus on hunting over fishing. We decided it was important to balance both fishing and hunting equally across all communication and creative efforts to fully speak to Maryland’s varied fishermen and hunters.

Our creative team crafted visuals to positively represent the state by showcasing Maryland’s diverse and renowned wildlife. Once we established the brand and designed the initial marketing materials, the new Fish & Hunt Maryland site was launched in the spring of 2015.

Growing Content and Engagement

Over time, F&HMD has reached over 34,000 followers on both Instagram and Facebook. We engage the growing audience with relevant information about licensing and regulations. We also deliver content articles about particular species to increase desire for outdoor engagement and activity.

Since its creation, Fish & Hunt Maryland has compiled a video library featuring some of the unique fishing and hunting opportunities throughout the state of Maryland. These videos have been added to the website and shared on other platforms.

Fish & Hunt Today

F&HMD continues to showcase Maryland’s natural resources and fulfill its mission to promote the growth of state commerce. Outside of digital channels, the initiative interacts with over 250,000 people through its ongoing attendance as a welcomed exhibitor at the Great American Outdoor Show. Fish & Hunt’s next big campaign will be the development of travel packages for hunters and fishermen to enjoy complimentary trips with lodging opportunities and delicious food to showcase Maryland’s outdoor culture and industry.

Visit Fish & Hunt Maryland and stay in touch with their current news and events.

Many would argue that personal and business branding is more important now than ever before. It is simply the way in which you show off who you are and what you stand for; almost as if you are setting the scene of your own personal or professional story. Having a background in filmmaking allowed me, over time, to understand exactly how to set my own stage in life.

Mise en Scène: The arrangement of everything that appears in the framing – actors, lighting, décor, props, costume – is called mise-en-scène, a French term that means “placing on stage.” 

In every performance, there is a reason why the lighting and set look the way it does. It is creating an environment of purpose. At a young age, I struggled with finding my voice as a creator. I didn’t have a proper outlet for my creativity or ideas. I didn’t know how to create an environment around me. In college, I was assigned a research project on a director of my choice. I chose Wes Anderson, a filmmaker that excels in creating intricate and thematic worlds in his films. This project forced me to analyze why he used certain lighting, why a character’s room was a certain color, the significance of the small details – his mise en scène. The more I learned about his process, the more I started asking myself those same questions. Why was my room the color it was? What small intricate details in my life had a purpose? 

I began thinking about the mise en scène I was creating for my life. As I reflected on the elements that made me who I am, it was easy to correlate my “stage” to my personal “brand”. Building my mise en scène made me feel more authentic in the way I presented myself to those around me. Moving ahead and jumping into the creative world of agency work, I began asking myself these same questions when introduced to a new client.

Why these colors? What details make their brand stand out? 

Expanding this knowledge and experience into a work environment is one of the benefits I bring to the table for our clients. I find joy in helping people create a visual aesthetic and brand for the things they love and the message they wish to portray. Helping them create a world for their product or service, just like I watched Wes Anderson do in his movies. I have such an appreciation for the amount of detail and time that goes into understanding a client in order to create something that truly represents them. And at the end of the day, that’s what branding is, isn’t it?

So the next time you view a company’s brand or an individual’s Instagram bio, remember – it is a reflection of them. A reflection of their lifestyle. It is what they wish to portray to the world and how they wish their followers to view them. Take your time in developing your own mise en scène – it is important.

How our creative team finds artistry around any corner.

Inspiration. As a professional creative, being inspired is our bread and butter. It pays our rent, our monthly car payment, and food and utility bills. Sadly, we don’t always make becoming inspired a top priority. It often gets pushed to the back burner of our life in the hustle and bustle of deadlines and client meetings.

There are countless creatives who feel as though they are not always living up to their potential—myself included. However, as creative professionals, we need to recharge our batteries, acquire a new headspace, and restore our perspective. We need to get inspired.

About a year ago, I came across a quote by Tony Hogqvist, who was the Creative Director of Airbnb.

“The best work is often done during two extremes. Under insane stress and personal setbacks or in complete harmony with a rested mind. It’s hard to build a creative team around the first principle. So the easiest solution is to force people to take longer vacations and have a better work-life balance.”

I became intrigued and made a connection—that time away from the office or any deadline-centric environment provides a new and refreshed perspective.

I have also heard that what separates creative and non-creative individuals is how they look at the world around them in order to draw inspiration. I found myself feeling uninspired and bored of my surroundings, so I decided that for the next year, I would dip into my vacation days and visit a few cities that are rich in history—specifically St. Augustine, Charleston, and Nashville. After each trip, I found myself feeling more inspired than when I left—eager to apply some of the creativity that I had acquired while I was away.

I found that when I travel to a new city I get inspired, first and foremost, by architecture. Cities have so much variety, color, and personality that is difficult to ignore. The world of architecture and interior design holds a wide array of potential sources of inspiration, and there is likely an aesthetic style out there for every taste and project. When I observe the buildings and structures, I take in their forms, shapes, details, and other defining characteristics that make them unique. Many cities are defined by architectural styles employed during different art movements in history. Victorian, Tudor, Neoclassical, Baroque, Gothic, Bauhaus, Art Deco, and Modern architecture are just a few examples of what you can find when you immerse yourself in a new environment. Each era in time presents a different culture, lifestyle, and different style of art. Letting yourself fully experience the history, art, and culture of a city can help shape your design aesthetic, and inspire you to create work that you may not have before.

Applying this idea to myself, I noticed that after I traveled to Charleston and St. Augustine, I had a newfound fondness for refined and minimal design, vintage typography, and soft pastel colors. I created an illustration that encapsulated what Charleston felt like to me. You’ll notice the classic 18th century row house that I depicted — a clear riff on the iconic Rainbow Row, using a soft pink primary color, vintage typeface, and retro-illustration technique.

Along with architecture, some of my favorite things to get inspired by when I travel are murals and signage. While in Nashville, I was constantly snapping photos of beautiful hand-painted murals, and neon signs that have become intrinsic with the city of Nashville for many years. Hand-lettering and vintage typography are such popular design trends in the creative world, with many design studios making names for themselves by creating work that mimics the designs of old. There is something so delightfully nostalgic about a 70s-era neon dry cleaning sign—so seemingly out of place, but simultaneously fitting right into the surrounding cityscape. Walking streets with vintage murals and typography inspired me to practice my illustration and hand-lettering skills and gave me ideas for designs that I could create in the future.

If you are creative like me, understanding that you need time to unplug and take in new surroundings is vital to becoming inspired. You may find that once you take in a new city or allow yourself a new experience, you unlock a treasure trove of design possibilities that shape and fuel your creativity.

The ability to build a brand and curate a unique aesthetic has never been easier. Instagram has really changed the game for companies looking to build a following and affinity for what they do. The platform goes beyond just sharing photos. A feed that is intentionally crafted will keep people coming back. Below are some tips to consider when creating and sharing content.

DO

Use A Clear Photo

This one may seem straightforward, but it’s super important. Make sure the image you post is the correct resolution and maintains clarity after editing. Followers will engage less with a photo that’s blurry or distorted due to poor quality. You’ll also want to keep the classic 1080 x 1080 square in mind when selecting the right image to ensure everything fits into the frame. Remember, people are scrolling for visuals, so you have to catch and keep attention with the best version of your photo.

Find A Consistent Theme/Filter

When building your brand, consistency builds trust and strong consumer following. An easy way to curate a cohesive feed is to maintain a consistent theme. Many content creators build their feed by following a certain aesthetic, using a specific filter, or emphasizing one color across all posts. Using a photo-based app can be overwhelming because the possibilities are truly endless, but using a theme also sets boundaries, allowing you to narrow down what you want to share, and in the process, find your audience.

Know Your Audience

Pay attention to your audience and their engagement habits. Analytic data is offered for business accounts and can be useful in adopting better posting habits. Be mindful of the time your followers are engaging with your posts, and tailor your schedule accordingly. Let the data be your guide, noting which types of posts are more successful than others and why. You can put a lot of time into curating your feed and if it’s not reaching your followers at a convenient time, your engagement numbers won’t reflect a real payoff. Remember, the fun in building your platform is the community you create in the process. Make sure you’re reaching them!

Use Relevant Hashtags

Using the right hashtag can do wonders to attract your desired audience. With so much content flooding today’s platforms, finding users who will appreciate and engage with your content requires some work. Hashtags narrow down your topic and allow users to pinpoint exactly what they want to see. Take advantage of the ability to put your content in front of people who are looking for it! Instagram also gives its users the option to follow a specific hashtag. If a user does this and continues to see your content, you’ll eventually earn the follow.

Use Stories

Beyond just posting photos, Instagram also gives users access to other features for engagement. Stories allow multiple ways of interacting, whether it’s through polls, live-streams/IGTV, filters, and more. Take note, however, that some content is actually better suited as a temporary story, not meant for the permanent feed. Some examples include a flash sale or event promotion or brand Q&A. You can also alert followers to a new post by sharing it to your story and directing them to it. The algorithm can cause issues with visibility, so giving your followers another opportunity to see your content is a helpful tool to have.

DON’T

Post Too Much

You don’t want to overwhelm your followers by flooding their feeds. It’s better to focus on quality over quantity. You don’t want your audience to feel bombarded. Options like the story feature can help avoid this. Be more strategic about what you post to your feed. Make sure your followers look forward to seeing your posts because they stand out. Stick to one or two posts a day to avoid follower fatigue.

Ignore Your Audience

Social media can be an overwhelming place. It is often a place where users go to voice their concerns or frustrations about a brand or current event. You have to be ready to respond accordingly. If you ignore the concerns of your audience, you’ll lose all credibility. It may be tempting to delete comments or simply not address questions, but remember that the comment section is a public forum and others are watching. Be transparent with your audience to maintain their trust.

Use Content Without Proper Credit

Make sure you’re always giving credit where it is due when using images that are not your own. It’s unfortunately common for photographers, graphic designers, and other artists to have their work stolen. Using someone else’s content without proper permission is theft. You won’t build any favor with creatives and you could lose the trust of your audience. There are plenty of websites that offer simple templates, graphics, and free stock imaging to avoid this problem. If you are interested in using someone else’s photo, just ask and remember to tag them!

Instagram is a great platform that allows for building a unique community of people with similar interests. It’s a branding dream come true. Take advantage of this by carefully curating your content to match the audience you hope to find. Really take your time crafting your messaging and creative imaging and watch your audience grow!