Frontify

Frontify had just undergone a major rebranding process when they first came to us. They had a new and clear brand positioning, design, messaging, and strategy. They had all the ingredients to present a fresh makeover to the world. So, what was missing then?
They did not have a clear strategy for how to integrate all of this into social media.

How would they translate all these new brand values into interesting content that people would want to engage with on Instagram and Linkedin? They had a brand voice for their B2B brand assets, but did they have a clear social media voice? They didn’t.

This transition is a common struggle for many brands. They assume they can have the same tone of voice and content for their brand communications and social media when in reality, these channels serve different purposes and audiences.

Frontify’s vision for social media was to become THE space where professional creatives could turn for inspiration, understanding, and innovation. To achieve this, they needed to create an organic content strategy that remained true to the new brand vision but felt more personal, interactive, and human.

We started the process by running an in-depth tone of voice workshop with their brand team, solely focusing on the tone and vision they wanted to develop for social media alone. Up until this moment, Frontify’s social media content had been disparate and scattered, so we needed to ensure a clear structure and tone had been set in place.

Our approach was not only to create new content for them but to define new content pillars they could expand on.

The pillars we created for them were:
·Bold ideas on creativity and community building.
·Unexpected sources of inspiration – A series highlighting unexpected sources of inspiration from industry insiders.
·Industry predictions – A forecast of the behaviors, changes, and tools based on observations from trusted industry pioneers.
·Brand Visionaries – Interviews with the creative minds who are currently inspiring us the most and are doing things differently.

Frontify wanted to be perceived as a curious brand, so it needed to start acting curiously. After creating the content pillars, we conducted interviews with different pioneering creatives within the industry and turned these interviews into multiple content assets under each new content pillar. The result was a clear before-and-after on their Instagram grid, from scattered to a consistent, editorial-like system.

Client: Frontify

Role: Communication Strategy, Copywriting

Agency: Noerd

Frontify's Instagram grid before and after the application of our new content system. From scattered to cohesive.

An overview of all new content pillars including interviews, branding and creativity insights, and inspiration.

Posts reintroducing Frontify's new social media tone of voice and vision.

From each interview with different industry insiders we were able to create content assets for our new content pillars. We converted interview insights into bold and shareable posts and carousels. Our questions were meant to elicit answers that felt unexpected and down to earth to create a space that felt authentic instead of merely journalistic.