A smartphone screen displaying a social media post about a producer spotlight. The background shows a greenhouse with ripe tomatoes growing on vine trellises, with soil pathways between them.

Social Media Content

Designing social content that tells a story, builds trust, and drives engagement.

I approach social media as more than just visuals—it's a system of storytelling across formats, where each post plays a role in a larger narrative. From concept to execution, I focus on creating cohesive, scroll-stopping content that connects brand, product, and audience.

Branding

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Concept Design

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Engagement

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Social Analytics

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Capturing You

Branding ✳︎ Concept Design ✳︎ Engagement ✳︎ Social Analytics ✳︎ Capturing You

Farm to People — Social Content Concept Series

A conceptual social campaign designed to highlight local producers, seasonal produce, and community-driven food systems.

This series explores how a brand can balance education, storytelling, and conversion through a structured content flow.

Case Study!

Screenshot of a farm-to-table website homepage with a green navigation bar, logo on the top left, a main banner showing a woman on a farm, and various sections promoting farm produce and services.

Key Observations

  • Warm, earthy color palette grounded in greens and neutrals

  • Emphasis on local sourcing and community-driven messaging

  • Friendly, conversational tone (“from farm to you in a New York minute”)

  • Mix of photography and illustration to convey both realism and approachability

  • Strong CTA patterns (rounded buttons, high-contrast accents)

Brand Analysis & Content Alignment

Before designing content, I analyzed Farm to People’s existing web experience to understand their visual language, tone, and positioning. This ensured the social content felt native to the brand while extending it into a more narrative-driven format.

A collage of six farm and produce-themed social media post frames. The frames feature images of farms, vegetables, and a woman, with overlaid text promoting farm produce and advice.

About This Work

This concept explores how Farm to People could extend its brand into a more narrative-driven social presence. While their website emphasizes product and convenience, this series focuses on the people and stories behind the food.

The goal was to create content that feels native to the brand while introducing a stronger sense of connection, using storytelling to guide users from discovery to action.

What I Designed

  • Instagram carousel series (Producer Spotlight)

  • Story-driven posts introducing farmers and their products

  • Promotional content for seasonal offerings and add-ons

  • Supporting newsletter design for cross-channel consistency

A flyer promoting seasonal produce in August featuring fresh vegetables and fruits. The background shows baskets of small cucumbers, carrots, and other produce, with text about farm-fresh produce, local shopping, and product boxes like a fruit medley, cooking essentials, and peak season berries.

Putting the design to the test

I am able to use prototyping tools like Figma to bring to life design work as you see here in this sample carousel

A smartphone displaying an Instagram post from farmtopeople. The post highlights a farmer, Ana from Hollow Farms, who grows heirloom tomatoes at Hopewell Junction, NY. The background of the post shows a greenhouse aisle with green tomatoes.

Driving Engagement

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Understanding Customers

Driving Engagement 〰️ Understanding Customers

Content Strategy

  • Narrative-first: Introduce the farmer → build connection → highlight product → drive action

  • Multi-post storytelling: Designed as a cohesive carousel, not standalone posts

  • Balanced content mix: Educational (farming insights), emotional (human stories), and transactional (product promos)

  • Visual consistency: Unified typography, framing system, and color treatment across posts

Design Approach

  • Bold, legible typography optimized for mobile scrolling

  • Framed layouts to create a recognizable, branded content system

  • High-contrast overlays to ensure readability on image-heavy backgrounds

  • Designed for modular reuse across different campaigns and creators