The brief
This came out of the same brand alignment push behind the redesign of Selfapy’s website, this time on the social side. The Social Media department asked for a visual system that matched the product and the website, since the goal across all three was the same: build trust and make the services clearly understood.
The work
I owned the design work for posts, reels, and stories, but I didn’t just deliver individual pieces. I built reusable templates and trained the Social Media Manager to run the entire content calendar independently afterward, so the system kept working without me involved in every post.
The content
The content covered Selfapy’s growth, product updates, mental health education, and the impact of its digital therapy. Instead of presenting isolated success stories, the design made the connection between company progress and actual patient benefit easier to see. I had full creative freedom on the visual side, working only within the standard limits of each platform.
What happened
The account grew and the content strategy matured over that period. I don’t have access to the historical Instagram Insights from that time, so I can’t put a number on the engagement increase, but the shift in how consistent and confident the account looked is something anyone following it at the time would have noticed.