BACKGROUND
This project was for clients in the startup and independent retail industries. The goal was to drive engagement and shares while deepening each brand's identity through the kind of content they'd organically stand behind.
For the startup incubator, I wrote a caption that extended a sharp, slightly uncomfortable founder quote by adding friction rather than agreement, making the post more interesting to an audience that distrusts easy takes. The result was a quote graphic that reinforces the brand as a place serious founders want to be.
For the independent bookshop, I wrote a short, personal caption that trusted the reader rather than over-explaining the quote, closing with an open question that invites genuine responses rather than performance. The result was a post that deepens the brand's literary identity without leaning on a curated-aesthetic approach.
