Overview
In 2026, I helped Footlioo boost their brand awareness and improve how they communicated visually on digital platforms. I worked on everything from shaping their visual identity to planning content direction and creating a summer content calendar for social media.
I helped design brand assets, image styles, typography, color choices, and social media templates. I also worked on how to communicate about a new product focused on children’s foot health, guiding parents to make better footwear choices.
The Problem
Footlioo started in March 2026 and serves both businesses and consumers, mainly focusing on parents with children aged 1 to 16. As a new company, one of the main challenges was figuring out how to clearly communicate the brand’s idea and create a visual identity that feels trustworthy and memorable.
The Solution
I designed a visual identity with calm, professional colors and added a playful touch with orange as a secondary color. The visuals used soft images and clear typography, balancing Footlioo’s practical purpose with a friendly, family-focused tone. This made the brand feel both credible and relatable.
I also planned a summer content calendar, giving Footlioo a clear schedule for social media posts that mixed educational, inspirational, and brand-building content.
Visual identity
SoMe Posts
Along with developing the company’s CVI, I made social media posts to build awareness and educate parents about the product. These posts covered topics like children’s foot health, measuring feet, picking the right shoes, summer foot care, and other helpful reminders for parents during the holidays.
The main challenge was creating content quickly, since the company started its summer marketing later than planned. This meant we couldn’t make as much video content as we wanted. Instead, we focused on making consistent image posts and carousels with clear educational value.
This approach still helped us reach and engage parents, who often want quick, practical, and easy-to-understand information. Carousel posts broke down topics into smaller, easy-to-read sections, and the consistent visual style made the brand more recognizable. By sharing helpful advice with a warm and trustworthy look, the content caught parents’ attention and positioned Footlioo as a helpful source of knowledge during the summer. Before summer started, we also worked with swimwear brand Petites Pommes to host a giveaway and raise awareness.
Results
Besides creating a clear and consistent CVI for Footlioo, our work also led to measurable growth and engagement on Instagram.
During the campaign, Footlioo gained about 100 new followers. Importantly, we didn’t lose followers after the giveaway ended. This shows that the growth wasn’t just from the giveaway, but that people found ongoing value in the brand and its content.
The posts were also shared often, with several being shared about 5 to 10 times each. On Instagram, shares are a strong sign that content is useful, relevant, or relatable. Instagram now puts more value on content that people share through DMs or with others, as this helps show a post is worth spreading further.
This was especially valuable for Footlioo because the content was educational and aimed at parents. When parents share posts about children’s foot health, shoe sizing, or summer foot care, it shows the content is not just nice to look at but also useful. These posts helped make Footlioo known as a helpful and trustworthy source of knowledge, not just a brand selling products. The growth in followers, high retention, and shareable educational content show that the campaign built strong brand awareness. Even without much video content, the consistent image posts and carousels worked well because they made complex information easy to understand, save, and share. For a new brand, these results show early audience trust, content relevance, and a solid base for future growth.