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Case study · Corporate · Construction · Social content

# Calebella Content Series

A repeatable social media design system balancing construction expertise, weekly messages and human brand moments.

Role Art direction & content design
Formats Square social media series
Focus Consistency · Variety · Recall

Overview

## Building a visual system that communicates before it decorates.

A repeatable social media design system balancing construction expertise, weekly messages and human brand moments.

01 · Challenge

### What needed to work

The brand needed to publish regularly without every post feeling identical. Each message also had to remain visibly connected to construction, trust and the Calebella identity.

02 · Direction

### The creative decision

A restrained white and orange framework, consistent logo placement and recurring typographic hierarchy created recognition. Photography and message tone changed to fit each content theme.

03 · System

### How it scales

The series demonstrates how one system can support educational posts, Monday motivation, lifestyle content and weekend messages without losing brand coherence.

Selected outputs

## Final deliverables in context.

The work is presented using the available final assets. No unverified performance metrics or client quotations have been added.

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