Jandi sells time away from the screen, not a physical product, and its social presence needs to say that before anyone reads a word. This project takes five neglected profiles and rebuilds them as one coherent, exportable system built to last for years, not one campaign cycle. LinkedIn gets special attention since it is often the first impression retail buyers get of the brand.
Overview & Goals
- Make the value proposition legible in under four seconds on any profile
- Build one editable source file per channel so future re-exports do not require a designer
- Give LinkedIn a presence that reads credible to retail buyers doing due diligence
- Establish a visual system durable enough to hold for two years with only seasonal banner swaps
Budget & Timeline
Week one covers discovery and locking the visual system across all five profiles. Weeks two and three build out the full deliverable set channel by channel, with LinkedIn prioritized first given its role with retail buyers. Week four is reserved for review, file handoff and go-live across every channel simultaneously.
Target Audience
People craving sanctioned time away from their phones, whether that time is spent solo, with a partner, with family or with friends. They are browsing social before they buy, so the profile has to earn trust fast and make the offer obvious.
Campaign plan
- Campaign goal
- Awareness
- Channels
- Organic social, Landing page
- Formats
- Avatars at every required size, channel banners, story highlight covers, and a link page header. Delivered as one editable source file per channel.
- Key message
- Time off the screen, in a box. Somebody landing on the profile for four seconds should know that much.
- Run time
- Not a campaign. Once set up it should hold for at least two years, with a banner that can be swapped seasonally.
- Voice
- Casual, Friendly
- Profiles to cover
- LinkedIn, YouTube, Instagram, Facebook, Pinterest
Brand Story & Voice
Jandi's pitch is simple: time off the screen, in a box. The brand talks like a friend suggesting a good idea, not a wellness brand lecturing you about balance.
Style
Colour
Measured on the material you sent
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
Our profiles were set up in an afternoon two years ago and never touched. Different avatars on each channel, a LinkedIn banner still showing a product we discontinued, and a YouTube page with no art at all. We want the whole set done properly and handed over as files we can re-export when a channel changes its crop next year, which it will. German where there is any text.
Scope & Deliverables
- Avatar system built to hold up at circle-crop sizes down to 32 pixels
- Channel banner set with safe areas marked for self-service re-export
- Story highlight cover set matching the avatar system
- Link page header for the landing page destination
- One editable source file per channel, organized and labeled for future swaps
Do's & Don'ts
Do
- Design the avatar to survive being viewed as a 32 pixel circle, since that is where it is seen most
- Supply source files with safe areas marked so the team can re-export without a designer
- Keep the current palette intact across every channel
- Prioritize LinkedIn's polish given its role with retail buyers
Don't
- Do not put text in the corners of any banner, since every platform crops them differently
- Do not use a different mark per channel
- Do not treat this as a campaign with an end date, it needs to hold for at least two years
- Do not lock the banner permanently, it should allow seasonal swaps