Case 02
Ritual Studio Spa
The brief
Ritual needed consistent, on-brand Instagram content without the owner having to think through tone every time. The feed had become a patchwork — one week polished, the next off-tone.
What we built
The work,
piece by piece.
01
Brand voice guide
A short, opinionated tone document — plain, direct language, signature phrases, and the words we don't use. Small enough to actually reference.
Brand voice guide
02
Ongoing social system
A rolling content and design system for Instagram. Templates, captions, and a posting cadence that fits the studio's real rhythm rather than a generic content calendar.
Ongoing social system
The impact
Freed up the studio's time and kept their Instagram feed feeling like one voice instead of scattered one-off posts. New posts drop without a back-and-forth over tone.