Problem to Solve
Shape & Shade need to enhance their online visual identity to reflect the sophistication and innovation of their concrete designs. The challenge is to create social media content that effectively communicates the brand's values and showcases their projects' aesthetic appeal.
Project Objective
Develop a cohesive and visually compelling social media presence to showcase Shape & Shade's projects, highlight the versatility of their concrete designs, and reinforce their brand identity across platforms, particularly Instagram.
Art Direction
The visual strategy focused on minimalism and elegance, aligning with the brand's architectural ethos. Key elements included:
A monochromatic color palette emphasizing concrete textures.
Clean, grid-based layouts to highlight project imagery.
Subtle typography to complement visual content without distraction.
My Role
As the graphic designer, I was responsible for the full visual creation of Shape & Shade's social media content. I designed all posts, stories, and animations using Photoshop, Illustrator, and After Effects.
I took the lead in defining the visual direction of the content — including the layout style, color palette, and typography — to ensure that the overall aesthetic reflected the brand’s minimalist and architectural identity.
