Brand identities, content direction, and social strategy for businesses where the feeling is part of the product. Every piece here was built the same way I'd build yours: strategy first, with an editorial eye.
Numbers matter. So does opening your own profile and finally recognizing your brand. Here's some of both.
One account was built up and one was brought back, so together they show both.
Client · Real estate
A Portland agent people feel they know
Casey Riley, Riley + Co. · Instagram · March to October 2026
16.5%
average engagement rate, against an industry norm of 1 to 3%
Content views 471,920+164%
Reach 149,958+529%
Shares 3,922
Saves 1,764
Total engagement 24,740+293%
Comments 1,065+278%
Profile visits 7,782+145%
Net new followers +842
The challenge
Casey had the reputation and the personality. People who met him loved him. His feed needed to carry that same warmth to people who hadn't met him yet.
The strategy
Build a local audience on purpose. Every caption is written around how Portland buyers and sellers actually search. The content leads with personality and with listings people want to save and send to a friend.
The work
Rebrand launch content · Best of Portland campaign · press feature campaign · sold listing carousels · quarterly newsletter · website and Google Business Profile updates
Why it matters
Shares and saves show which posts people found worth keeping or sending on. Casey's content earned more than 5,600 of them in seven months. That's how a feed turns into referrals.
Keith Petersen, Central Oregon · Facebook and Instagram · April to October 2026
+2,103%
Facebook engagement in six months
Facebook views 16,747+1,281%
Facebook reach 10,796+1,497%
Facebook engagement rate 6.3%
Facebook reactions 133+1,378%
Facebook page visits 483+176%
Instagram engagement rate 15.9%
Instagram views 11,094+202%
Instagram engagement 598+1,516%
Instagram saves 85up from 1
Instagram comments up 700%
The challenge
Keith's social media had gone quiet for three months before we started. His audience was still there, but nothing was reaching them. His buyers are settled and established, and many of them spend more time on Facebook than on Instagram.
The strategy
Show up again, steadily, on both platforms. Captions are written for an older, settled buyer in full, friendly sentences. Carousels teach buyers something useful. Listings get a fresh angle every time, so the feed never feels like the same post twice.
The work
A custom branded template set and color palette · listing and open house content for Sunriver, Bend, and La Pine · a 10-slide educational carousel system · Facebook and Instagram captions · a branded monthly analytics report · website refresh
Brand templates
Every post now looks like Keith
Every post now looks like it came from the same agent, so his listings, tips, and reviews are easy to recognize in a busy feed.
New to Market listingHomes to tour postAgent intro card
Acreage listing post · 2,354 viewsListing carousel · 1,280 viewsListing reel · 481 viewsOpen house post · 305 viewsInstagram listing reel · 304 views
Why it matters
A quiet account doesn't start from zero. It starts from behind. In six months, Keith's audience went from barely seeing him to engaging with his listings every week.
Social · Lifestyle
Lifestyle and family
Instagram · July to September 2026
80,276
views in 10 weeks, from a 622-follower account
Engagement rate 6.3%
Total interactions 3,055
Net new followers +520
Posts published 74
Why it's here
Built with the same strategy I bring to every client account.
Client · Logo & social media
Del Rio Feed & Supply
Del Rio, Texas · Logo, Instagram content & highlight design
The client
Outfitters on the border since 2007. A feed and supply store where ranchers, hunters, and locals all cross paths, with a storefront full of boots, western wear, and gifts.
The thinking
I designed the logo around a hand-drawn rider and a deep saddle red, so the store feels as rooted as the people who shop there. From there, I kept the feed quiet and editorial so the product and the people could lead. Soft neutrals, one red accent, and simple type make boots, jewelry, and new arrivals feel like a style guide, not a sale flyer.
The work
Logo design · Instagram feed posts · style and product content · new arrival and restock posts · profile image · story highlight covers
Logo, profile & highlight covers
Brand identity · Nonprofit
Well Read Roots
Texas · Logo suite, color, typography & mood board
The client
A new nonprofit based in Texas. Their mission is to put donated, pre-loved books in the hands of readers everywhere by traveling beyond traditional bookstores, making reading accessible and affordable, and turning every purchase into support for the community.
Rooted in stories. Grown for community.
The thinking
A bookstore that doesn't stay in one place needs a brand people recognize anywhere it shows up. The identity is built to feel like a well-loved book: a hand-drawn vase of leaves growing from a stack of books for the roots, a typewriter monogram for the stories, and a warm palette of cream, ochre, forest green, and deep brown pulled from old libraries and quiet reading corners.
The work
Illustrated primary mark · WRR monogram & badges · color palette · typography system (Lumios Typewriter & Inter) · mood board
A compassionate, trustworthy brand that blends professionalism with warmth, building confidence through transparency, collaboration, and life-saving action.
A rescue brand has to earn trust and tug at the heart at the same time. Soft coral, sage, and warm neutrals keep it gentle without feeling fragile. A single-line drawing of a dog and cat rests on a refined serif monogram, so the mark reads as caring and credible in the same glance. Begitta brings the elegance; DM Sans keeps everything clear and approachable.
The work
Primary wordmark · BAM monogram with line-drawn dog and cat · color palette · typography (Begitta & DM Sans) · brand strategy · mood board · brand board · social media content
Social content
The same soft coral, sage, and warm neutrals carry into the feed, so adoption posts, foster calls, and year-end numbers all feel like one rescue.
Brand identity · Exploration
Bravo Grande Studio
Del Rio, Texas · Logo directions, palettes & brand boards
The client
A Del Rio print studio offering gallery-quality prints with careful attention to detail and fast turnaround.
The thinking
A print studio on the border should feel like the land it comes from. Every direction pulls from the desert around Del Rio: mountain ridgelines, agave, cactus, and tall palms. I built each one as a full brand board, so the studio could see how a logo, a palette, and a photo work together before choosing.
The work
Primary and secondary logo directions · five color palettes · typography pairings · desert brand elements · full brand boards
Brand identity · Coffee
Morain Bro's Coffee Co.
Brand identity, menu & packaging · Del Rio, Texas
The story
Morain Bro's started at our at-home coffee bar and is named for my two sons. It's a small, personal brand, and it's where I get to build a coffee brand exactly the way I'd build one for a client.
The thinking
A coffee brand people remember isn't built on latte art alone. The identity is hand-drawn, a little bit South Texas, and personal on purpose. The content direction starts where every good coffee shop's story already lives: the morning ritual, the menu, the people behind the bar, and the regulars.
The work
Logo & brand identity · menu design · cup and packaging mockups · brand pattern · visual direction
Brand study · Concept
ferelle.
Sparkling botanical water · Identity, voice, feed & website
The brief
We built a brand from one word. ferelle. means "little fern": a sparkling botanical water for design-minded women swapping evening wine for something just as pretty. The period is the promise: nothing added.
The thinking
She says less, and means it. The voice is calm, sensory, warm, and a little poetic. Two flavor palettes, cucumber & rosemary and hibiscus & pink peppercorn, share a set of warm neutrals. The feed is planned so every format has a job: reels for shares, carousels for saves, stories for connection.
The work
Wordmark · color palettes · typography · brand voice & content pillars · Instagram feed direction · website design
Brand study · Concept
Two Scoops Club
90s-inspired play clothes for toddler boys · Identity, print & product art direction
The brief
A shop founded by a boy mom with a lifelong love of fashion, curating timeless, playful pieces for her own two boys and sharing that eye with other families. Playful 90s clothes, curated by a 90s mom.
Big fits for brave little boys.
The thinking
It should feel like a summer afternoon in 1996: an ice cream badge, a hand-lettered wordmark, and the bright primaries of a kid's sticker sheet, all printed on soft, textured paper so it reads nostalgic instead of loud.
The work
Logo and ice cream badge · color palette · brand guidelines · print collateral · product art direction · Instagram carousel
In motion
Carousel slides built to move, so the brand feels as playful in the feed as it does on paper.
Let's begin
Your business already deserves to be taken seriously online. Let's make sure your social presence does too.
Tell me where your brand is now and where you'd like it to go. I'll take it from there.
Maison Morain · Portfolio
What changes when the strategy is right.
Numbers matter. So does opening your own profile and finally recognizing your brand. Here's some of both.
One account was built up and one was brought back, so together they show both.
A Portland agent people feel they know
Casey Riley, Riley + Co. · Instagram · March to October 2026
average engagement rate, against an industry norm of 1 to 3%
Bringing a quiet feed back to life
Keith Petersen, Central Oregon · Facebook and Instagram · April to October 2026
Facebook engagement in six months
Every post now looks like Keith
Every post now looks like it came from the same agent, so his listings, tips, and reviews are easy to recognize in a busy feed.
Want a template set like this? →
Lifestyle and family
Instagram · July to September 2026
views in 10 weeks, from a 622-follower account