Agency: Arting Out Loud
Role: Content Strategist
Time: June 2024- August 2024
Scope: Content Strategy, Social Media Systems, Content Calendars, Brand Communication, Cross-Team Coordination
Float Brewery is a contemporary brewery brand built around playful storytelling, craft beer culture, and a socially driven identity.
The project focused on creating a structured and scalable social media content system that could maintain consistency across brand voice, visual communication, and audience engagement.
The objective was to move beyond ad-hoc posting and build a repeatable content framework capable of supporting ongoing campaigns, smoother execution, and stronger brand recall across digital platforms.
Content Strategy & Brand Communication
Challenge
The brand lacked a structured social media communication system, resulting in inconsistent content direction and fragmented publishing workflows.
The challenge was to:
- Build a consistent and scalable content framework
- Balance a playful, witty brand voice with communication clarity
- Maintain visual consistency across static and video formats
- Align design, copy, and publishing workflows
- Create repeatable systems for ongoing content production
Strategic Direction
We positioned Float Brewery as:
A socially driven brewery brand combining craft beer culture, humour, and experience-led storytelling.
Core Insight
For hospitality and lifestyle brands, consistency in tone, publishing rhythm, and visual identity is essential for building audience familiarity and long-term brand recall.
Brand Pillars
- Product storytelling & menu highlights
- Entertainment & community engagement
- Social experiences & lifestyle moments
- Brewery culture & personality-driven content
Content Systems & Social Media Planning
Role
Led the development and execution of the brand’s content planning and publishing system.
Scope of Work
- Designed monthly social media content calendars
- Defined content pillars and publishing cadence
- Led ideation for static posts, reels, and carousel formats
- Coordinated designers and copywriters
- Ensured consistency across all published communication
- Oversaw execution from planning to publishing
Content System
Instead of reactive posting, the focus was on building a scalable content engine through:
- Monthly content calendar planning
- Pre-structured grid layouts
- Reel + static content integration
- Structured production timelines
- Alignment between copy and visual direction
Execution & Content Production
Delivered Assets
- Monthly social media content calendars
- Instagram grid planning and layout systems
- Static posts and carousel content
- Reel concepts and execution direction
- Copy direction aligned with brand tone
Cross-Functional Coordination
Collaborated across:
- Design teams
- Copywriters
- Social media publishing teams
- Content production workflows
Outcome
- Established a scalable and repeatable content system
- Improved consistency across visual identity and communication
- Strengthened brand recall through cohesive tone and publishing direction
- Enabled smoother coordination between content, design, and publishing teams
- Built a stronger operational foundation for ongoing campaigns and content production
Sample Instagram feed view and reel concept for Float