BACKGROUND
This project was for clients in the food and beverage and financial services industries. The goal was to reduce hesitation and build social proof by leading with the customer's voice rather than the brand's.
For the food and beverage brand, I wrote a single-image testimonial post that let the customer speak and closed with an invitation rather than a hard sell, with a candid kitchen portrait concept and pull quote overlay direction. The result was a post that reinforces the brand's community-first positioning without overshadowing the customer's story.
For the financial services brand, I wrote a three-slide carousel testimonial chosen specifically to address the shame and avoidance their audience often feels around finances, with full image copy and design direction for all three slides. The result was a post that meets the audience where they actually are emotionally and makes getting help feel like a relief rather than an admission.
