Nordica
Discipline: Social Media Strategy & Design
Sector: Homeware
Nordica is a homeware retailer that sells well-designed, good quality and also affordable furniture and accessories. Every product is created to be accessible by anyone, helping people to create their dream home. The project was creating an identity for social media based on a solid strategy, this included graphic styles and elements such as colour palette, typography and illustrations.
Objectives/Solutions
In order to create an effective strategy we highlighted key areas to be improved and started building objectives, once we had these clear we created a list with potential solutions covering those areas.
Objectives
Acquire new customers
Increase engagement
Drive traffic to the site
Share Nordica’s values
Encourage collaborations
The proposal
Defining a solid strategy
Designing flexible templates easy to update to serve any purpose
Creating a colour palette and styling to define Nordica and set it apart from competitors
Producing brand social guidelines to help consistency across all communications
Strategy
The strategy phase started by identifying key areas that could be pushed in social media to get a better engagement, gain some brand recognition and also generate more sales. The initial thinking was about what Nordica’s potential customer wanted to know about, what was its lifestyle… After some research we started creating blocks of content.
This block would cover: new in products, seasonal collections, product highlights and SALE
User generation content would be focused on real customers and how they interact with Nordica’s products
Lifestyle would be about promoting the blog, share inspiration and tips about how to decorate your house
This section will be for sharing the moodborads that the collections are based on.
This section would aim to highlight the main values of the company, beliefs, ethics and ways of working
Teasers
Creating mystery arounds products, collections…
Styling
The styling consisted on a solid colour palette, pairing fonts, illustrations and a pattern. We had a couple of highlighter colours (brown & orange), neutral ones (blue & green) and a light one (nude). In terms of fonts I chose a modern serif for titles full of personality and a very clean and easily readable sans serif for sub-headers and body copy.
Products/SALE
The following templates were created to promote products, I used frames with rounded corners to highlight them individually, also having the possibility of showing coloured backgrounds. The colour contrast in between these templates and full bleed imagery would attract the viewer’s eyes, encouraging them to stop on that post. For SALE I used the patterns so the same design could be used for any campaign since it wouldn’t refer to any specific product also with the possibility of changing the background depending on seasons.
Lifestyle
Lifestyle would be about promoting the blog, share inspiration and tips about how to decorate your house.
About
The way how people make their shopping decisions now is slightly different how it used to be, there is a big concern about sustainability and the way how companies produce their products, therefore it becomes essential communicating any positive messages about ethics and manufacturing process. These templates are created to display these messages in a clear way, playing with simple geometric shapes and having the text as priority without any distractions or visual noise. The background on these templates can be easily changed to create a bit of variety when using them.
Instagram overview
Below is an example of how the designs sit with the imagery, the intention is using them from now and then letting the products shots and lifestyle imagery leading the page. This way when there is a different kind of communication, the message supported graphically by the templates stands out and gets the viewer’s attention.
