@HallmarkMahogany Social Content Creation

Corporate Strategy, Audience Insight, Content Ecosystem Design, Cross-Functional Collaboration, Brand Voice Consistency, Scalable Brand Systems, Brand Ecosystem, Growth Audience Engagement Systems

Context

Mahogany is Hallmark’s culturally focused brand celebrating Black identity and community. The brand needed to expand digital visibility while maintaining a cohesive voice across social media, campaigns and the launch of Mahogany.com.

In order to produce engaging social media content posts aligned with the brand's vision, I developed a scalable content and visual framework that aligned brand storytelling with audience behavior and platform trends. The work focused on creating a repeatable content ecosystem that allowed the Mahogany team to scale storytelling while maintaining brand consistency.

My role included:

Creative direction for lifestyle and product photo shoots
Development of social content systems
Brand-aligned campaign assets across digital channels
Cross-functional collaboration with marketing and content teams

The system strengthened audience engagement and brand visibility. The work achieved remarkable results in social media engagement, driving 20 million impressions and reaching 13 million users. This generated 191.5k likes and elicited 11.4k comments, significantly enhancing visibility and traffic to Mahogany's social media account. Within my first year designing the feed, the follower count successfully increased by 20,000—from 40.8k to 61.7k followers.

Awards

AIGA KC Design Awards, Juror’s Choice, “Mahogany Uplifted & Empowered 2023,” September 2023
AIGA KC Design Awards, “Hallmark Mahogany Black Facts Social Media,” September 2023
AIGA KC Design Awards, “Hallmark Mahogany Spring Social Media,” September 2023
AIGA KC Design Awards, “Hallmark Mahogany Holiday Social Media Campaign,” September 2023