Challenge
During the summer, the Social Team organized a competition of weekly Formative activities to increase engagement in the Community. I was tasked to create graphics that nod to the Olympics without copying the brand or ripping them off. At the same time, the Formative brand needed to be worked in.
Solution
To allude to the Olympics, I used the blue, green, red, and yellow from Formative's color palette. Additionally, I used visual identifiers such as rings and confetti to communicate sports and games. By taking elements that were on-brand and laying them out in a way that references games and sports, I was able to strike a balance between the Formative brand and the Olympics brand without crossing legal boundaries.
With a 5.19% engagement rate, a 2.84% click-through rate (vs .55% goal) across social channels, and a 63% increase in community members, the social program was an overall success.
Carousel Announcement Post
This was the top performing post for the month of July 2024 across all platforms with a 3.14% engagement rate.

Weekly Activity Posts


