Case Studies
A closer look at the strategy, creative direction and results behind the brands I’ve helped grow. Each case study highlights how I’ve used storytelling, trend analysis and visual identity to build social-first brands that resonate.
Brand Challenge
The Roaster’s Daughter launched in November 2023 as a new entrant in the ready-to-drink cocktail space. I was brought on prior to launch to lead the brand’s social media strategy and creative direction.
Unlike modern espresso martinis, The Roaster’s Daughter was made in homage to Philadelphia’s coffee roasting and coffeehouse culture, proudly positioning itself as a product for coffee lovers with a strong historical identity. The challenge was figuring out how to stay true to that historical narrative while building excitement and awareness in a fast-paced social environment. History isn’t always sexy, but the brand needed to feel fresh, relevant and compelling to a digital audience.
Proposed Strategy
The goal was to create a strategy that honored the brand’s historical identity while connecting with modern audiences. Through trend and competitive research, cocktail creation videos consistently emerged as top performers on Instagram, making them a natural content pillar.
Instagram was the primary platform due to the brand's target demographic of 25–45-year-olds. To ensure consistency, I developed brand guidelines that defined visual identity, tone of voice and storytelling themes. The brand narrative centered on Philadelphia’s roots, proudly produced and bottled locally, while highlighting its connection to elevated coffee culture history.
As part of the rollout strategy, I proposed a content cadence of weekly cocktail creations, monthly influencer partnerships and quarterly giveaways to build credibility and attract new audiences.
Execution
Content spanned Reels, photos and cocktail recipes designed to showcase the product’s versatility beyond the standard espresso martini. Cocktail recipes were strategically timed around seasonal shifts and key drinking holidays to align with social trends and maximize relevance. Period-inspired props like antique coffee grinders, quill pens and Revolutionary-era trinkets were incorporated into video sets to bring the brand’s historical tone to life.
Influencer outreach was tailored to mirror both the brand’s identity and its distribution strategy. I identified creators in the cocktail and coffee niches with both micro and macro followings, focusing on those with high engagement and aligned aesthetics. Initial outreach centered on coffee-focused creators with strong SEO presence within the coffee community, allowing us to introduce the product to a coffee enthusiast audience. As we approached the specific state launches, I shifted focus to trusted local influencers to build regional credibility and drive traffic to in-state retailers.
Community management focused on timely and brand-aligned responses to customer inquiries, especially around product availability. When distribution lagged behind demand, I used these interactions to build a case for the brand team to prioritize building out an ecommerce site.
Results
Since launch, The Roaster’s Daughter’s Instagram grew from 0 to over 6,500 followers. We consistently hit our target demo, with 67.5% of followers between the ages of 25–45. Engagement remained strong, with an average of 68K monthly viewers and 3.5K monthly interactions.
37K
68K
Monthly Reach
Monthly Views
3.5K
6.5K
Monthly Interactions
Total Followers
10.57%
Engagement Rate
Our stand out seasonal St. Patrick’s Day campaign became a breakout success, getting my cocktail recipe and photography featured in Town & Country’s list of the 24 Best Irish Cocktails to Sip on St. Patrick’s Day, gaining national recognition.
Client feedback consistently praised the strategic alignment, aesthetic quality and ability to grow an engaged and relevant audience, all while staying true to the brand’s identity. Insights gathered through community management also played a key role in pushing the brand to build an ecommerce site, expanding access for customers eager to purchase online.
Brand Challenge
In May 2024, I was brought on to lead the Bartenders Trading Co. Instagram, which had been stagnant and lacked clear direction. There hadn't been a post in over a year and the account had no recognizable identity. The feed was cluttered with random stock photos, some even showcasing cocktails the brand didn’t carry. The challenge was threefold: visibility, branding and creative direction.
While the brand had legacy recognition among older demographics, ages 50–65+, its packaging had undergone a modern redesign in 2021 to appeal to a younger audience. The goal was to reposition Bartenders Trading Co. for late Gen-Zs and Millennials, shifting the brand's identity from outdated and overlooked to bold, fun and summer-forward.
Proposed Strategy
My strategy prioritized lifestyle-first content to move away from stale product shots and toward vibrant, relatable storytelling. I focused on showing real people enjoying the cocktails in real moments, by the pool, at backyard hangouts and during summer moments.
To align with the brand's goal of becoming more vibrant and fun, I established a consistent voice and tone centered around bold visuals, summer energy and playful captions. I created a rolling monthly content calendar that allowed flexibility for trending content while maintaining a consistent posting schedule. While working with a limited budget, I proposed seasonal influencer partnerships to align with distribution zones and key drinking holidays.
Execution
I led all production efforts from conception to execution, including creative direction, styling, talent booking and on-site content capture. I produced a range of high-performing content formats:
Summer Lifestyle Shoot: Highlighted a group of friends enjoying Bartenders Trading Co. cocktails at a summer BBQ to evoke carefree summer vibes.
Street Interview Video Series: Brought Bartenders Trading Co. to the streets for spontaneous taste tests, capturing honest reactions from real people.
Bartenders x Boardies Sweepstakes Campaign: A high-energy shoot focused on limited-edition Boardies swimwear and Bartenders Trading Co's cocktail line.
To create a distinct visual identity, I shot product content outdoors using real summer environments like pools, patios, and bright natural light as the backdrop. Paired with playful props like beach balls, citrus garnishes and bold colors, each piece of content was designed to feel vibrant, seasonal and unmistakably Bartenders Trading Co.
Results
Since taking over in May 2024, the Bartenders Trading Co. Instagram has grown from 1,500 to 5,500 followers. Content is now on-brand, cohesive and instantly communicates the product's summer-forward personality. The Bartenders x Boardies campaign stood out as a clear win, earning praise from the CEO and brand team for redefining the brand and making it appealing to a younger demographic.
The refreshed visual identity and lifestyle-centric strategy helped transform Bartenders Trading Co. from a forgotten brand into a vibrant, scroll-stopping presence that resonates with today’s cocktail-loving audience. The content's impact extended beyond social, select visuals were repurposed to update the brand’s website and are now being used as evergreen assets across platforms.
