One of my most interesting journeys has been keeping up with everything that goes on within the restaurants. Much like many things in life, Columbia Beach adapts to the seasons. The cool and hip Brunch Series is full steam ahead during the Winter, whilst cocktails and sunbeds are out for enjoyment during Summer.
Every so often, other things change too. Like the menus. A part of what I do is to highlight these key changes in the best way possible.
Columbia Beach consists of a Facebook page and an Instagram account. Both with heavy following, maintaining them is a daily - and close quarter task. The two different networks mean, two sets of rules. Two sets of guidelines. You actually could say three or four, due to both platform's advancements over the years!
So the main placements for Instagram are story (1080x1920) and feed (1080x1080, but I occasionally throw in images at the the lovely 4:5).
Columbia Beach began with almost no graphical style. We were simply getting great photography and using those on our channels to promote the restaurant. This caught up with us eventually, as we began to run low on content. It was clear that we needed consistency!
An easy place to start was the brand bible, and menus.
The #SummerStories campaign was a postcard-inspired initiative to boost engagement. I created a graphic that resembled a postcard and added the question sticker on Instagram so people could submit their answer to the question. This campaign also made it onto print.
The painted background was straight outta the snack menu. The green is our distinguished brand green, and the body font is our defined brand font. I had to rearrange the graphics for each placement - feed and story.
Eventually, we had a new style developed. With a new script font and fresh vibe. From here on, most of my social media graphics were simply photography and logo, but here are a couple of examples of typography placement.
It's important to place text where it's best readable, legible and fits in the layout. Text can make or break a layout. Many rookie errors include placing text in any open space they find in the photo. I find that overlap is more visually pleasing, although often a challenge to find that sweet spot.