01 — Role

Instagram visual direction & rollout

Visual assets (flyers, grid visuals, photos) were created by a graphic designer and photographer based on the guidelines I defined. Visuals are in English to address an international audience, while most post descriptions and stories are written in Spanish for the local community.

02 — Goal

Make the Instagram profile look consistent and intentional, so it feels like a recognisable music project rather than a collection of one-off posts.

03 — Brand voice & values

Alongside the visual rebrand, I helped define the tone and written direction of the project so the Instagram profile communicates what Sociedad Groove stands for, not just what events are happening.

Short manifesto-style copy and pinned posts were used to set expectations around the experience, the community, and the values of the project, creating a clear sense of identity for anyone landing on the profile for the first time.

04 — What I did

• Defined a consistent colour palette for posts and stories

• Set grid logic (how different post types appear and repeat)

• Wrote a simple set of visual guidelines for the project

• Created 3 pinned posts to introduce the project and its identity

• Defined basic brand values and tone of voice to guide future posts

• Briefed and coordinated with a graphic designer and photographer

• Applied the new visual system across posts and stories using their assets

05 — Results

• Clear before/after improvement in grid consistency

• Easier to recognise Sociedad Groove posts at a glance

• A layout that supports future campaigns, announcements, and lineups

06 — What this shows

I can think beyond single posts and design a usable visual system for ongoing, bilingual event promotion, working with designers and photographers to keep everything aligned.