Role: Founder, Brand & Content Designer
Audience: First-time painters, event hosts, corporate teams
Challenge: Create a welcoming, energetic brand and scalable social content system that lowers the barrier to painting, drives inquiries, and stays fast to produce with a small team.
My Scope: Brand identity · Illustration system · Social design system (templates, motion) · Content strategy · Production · Measurement
Instagram page: https://www.instagram.com/artisteando.mx/
Strategy: Positioning: “Anyone can paint.” Reduce intimidation with playful, approachable visuals.
Content pillars:
· Event moments
· Beginner tutorials
· Offers/kits
· Social proof
Funnel Strategy:
Awareness- Storytelling and emotional connection reels for awareness
Consideration-“You-can-do-this” carousels and "Experience includes" informative cards
Conversion- Hooks for booking and special promotion CTAs.
Visual System: Hand-drawn illustration language: loose, warm-orange line work + a small sticker like icons for accents, all while maintaining a unified palette.
Why it works:
Scalable: minimal base images, reusable illustrations and icons and content recorded on site or easy to record set ups with material already in use, mean that new variants of content can be easily created.
Consistent: palette based on one key color, sketch style typography and illustration style for instant brand recognition in crowded feeds.
Approachable: sketchy lines signal “low pressure" "jump in", strengthening the concept of making painting fun and accesible.
Motion: micro-animations (nudges, pops) that guide attention to key elements without visual noise.
Platforms: IG for graphic carousels/templates and reels; TikTok for storytelling based short videos and awareness content.
Execution Highlights:
Built a brand system and master graphics, powered by hand drawn illustrations, minimal motion graphics and a consistent color palette and photo aesthetic, to build new content in a streamlined way.
Produced short-form videos overlaying the illustration accents for continuity across content and channels.
Standardized a content creation writing strategy based on storytelling and strong hooks linked to a unique experience so every caption and CTA in the content calendar follows one cohesive concept. The outcome of this strategy increases user engagement and interactions, specially users sending posts to friends or saving them for later.
Set up a Many Chat automated chat flow to capture leads and handle common questions to speed potential customers from consideration to booking a painting party.
Engagement growth and acquisition of new users on instagram page. 6.8K views and 126 new followers in last 90 days
Storytelling awareness funnel short video published on TikTok in July still getting saved to this day. So far, it has achieved 15.9k views, 2292 likes, 573 saves and 259 shares
Artisteando's Instagram profile grid view.
TikTok results from the Painting Kit campaign, inspired by a storytelling journey -- from a day at the museum to an evening painting at home with a DIY kit.
