Art Direction, Social Media strategy, graphic design

On the grid

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On the Grid (OTG) started as an insider guide to the Gowanus neighborhood of Brooklyn by the amazing folks at Hyperakt. Since its 2015 launch, OTG now holds over 537 beautifully crafted guides to neighborhoods across the world, curated by a global squad of designers and agencies.

With an already established fan base, On the Grid needed an art direction and social media strategy that would allow them to strengthen their online community, with the overarching goal to reach new curators for future cities on a global scale.

MY ROLE

  • Art direction, social media strategy, graphic design, content creation, copy-writing, community management.


THE CHALLENGE

Implement a social media strategy and design an art direction for On the Grid to build and strengthen its global community of designers and creatives.

What i did

Lead the art direction and social media strategy for On the Grid’s Instagram channel, identifying opportunities to strengthen OTG’s global online community, designing social media assets, and managing the online community.


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On the Grid showcases guides to neighborhoods across the world, curated by a global network of designers and creatives.

On the Grid showcases guides to neighborhoods across the world, curated by a global network of designers and creatives.


THE GAME PLAN

Highlight the Global creative community

On the Grid is unique from other travel sites because of the people behind its guides. You essentially get an inside look to hoods across the world from the eyes of some of the most creative folks in the industry.

My approach was to tap into On the Grid’s strength of its global design community backing. I approached the art direction of social content to highlight the playfulness and curiosity that OTG creates in exploring our world. The strategy was guided by the goal to grasp attention from both the design and travel community.


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A specially curated guide was made for 2020 presidential candidate Pete Buttigieg to celebrate South Bend, Indiana, where he currently acts as mayor.

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I also art directed and photographed On the Grid merch out in the world.

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Telling the stories of nooks and crannies across the world

When you’re managing a platform for creatives across the world to share their fav neighborhood finds, you’re going to get some gorgeous photography. I had the pleasure of copy-writing and editing the stories that went along with On the Grid finds, from revolution centered cafés in Havana, to donut shops in Dubia. Below is a selection of some of my favorite finds.


IMPACT

  • 2.5 K + organic follower growth in two month social strategy sprint.

  • Increase in inquiries from global designers and agencies to create their own On the Grid guides.

  • Increase in On the Grid web new visitor analytics.

  • Strategy adopted by Hyperakt for future social curation and design.

  • On the Grid continues to grow, be awesome, and create a global community of creatives that love and rep their hoods.

  • Peep the OTG Instagram here and website here.