Balance App Owned Media
The Mind Company • Creative Direction, Brand Strategy, Graphic Design, Video Editing
OVERVIEW
I established the art direction for the Balance app’s owned social media and lifecycle marketing channels. I designed thousands of assets for email, Instagram, TikTok, Twitter/X, Facebook, and YouTube.
ROLE
Senior Designer
TEAM
Social Media Head Hannah Weintraub, Senior Content Writer Jaime Gelpi
TIMELINE
May 2022 - Sept 2024
Balance App Owned Social Media
In 2022, I spearheaded the redesign of the Balance app’s social media channels. In order to maximize our social media presence as a form of organic marketing, we needed to grow our following and increase our engagement metrics. After an initial month of rapid experimentation, we landed on focusing on these vectors:
Creating more reels, in order to take advantage of Instagram’s search algorithm boost
Creating more feel-good and inspirational content, which was the type of content we found resonating most with our audience.
Creating more series of reoccurring posts to promote a sense of continuity and community for long-time followers
From 2022-2024, we achieved substantial year-over-year growth, increasing Balance social media followers by 266%.
Monthly Mindfulness Bingo
One of our most popular post formats was a bingo board that gently encouraged self-care. After we posted the first one, we saw the enthusiastic feedback from our followers and knew we had to capitalize on the bingo’s success: thus, our monthly wellness bingo was created.
We experimented with different themes and copy. I created and organized an illustration library in Figma to categorize all the icons in order to easily interchange them.
We also followed up on several requests for printable versions, linking to a PDF version on our blog in the caption of each post.
Below is a selection of our top-performing bingos.
Short-form Video
We took the learnings we discovered from the success of our bingo posts and applied them to the Reels format. I created this winning format of monthly reminder videos featuring self-acceptance mantras superimposed over soothing, looping footage.
I tested several different designs experimenting with typography and the type of background. I found that calming, more desaturated videos resonated the most with our followers.
152K+ views
180K+ views
340K+ views
Instagram Posts
Video-editing & Motion Graphics
Lifecycle Marketing
For Balance’s Lifecycle channels, I primarily worked on two types of email campaigns: weekly newsletters and holiday sale promotions. The goal was to capture users immediately with bold, informative graphics, provide more relevant information in the body, and finally cap off the message with a call to action.
Product Awareness
Sale Launch
Meet the Coaches
