Creating a scroll-stopping social series merging editorial storytelling with community impact
Timeline
2025 — Present
Overview
Magenta Foundation is a Canadian non-profit arts organization supporting emerging and established photographers through exhibitions, publications, and youth programs.
The Challenge
Magenta had been running weekly artist takeovers on Instagram, where selected artists would post freely for a set period. While the content was engaging, it lacked structure—followers weren’t getting to know the artists, and the feed’s visual identity felt inconsistent due to varying styles and posting formats. There was no clear introduction, context, or visual cohesion from one spotlight to the next.
My Approach
After auditing the account, I proposed a structured editorial-style carousel series to introduce each artist through a short Q&A, bio, and selected works—all wrapped in a repeatable layout using Magenta’s fonts and color palette. The layouts took inspiration from contemporary editorial spreads, and I maintained enough flexibility to reflect each artist’s unique style (e.g. adjusting for dark backgrounds or portfolio preferences). I also coordinated directly with artists to ensure the spotlight felt collaborative and shareable.
Results + Impact
• +200 new followers
• 2x average reach and engagement compared to typical posts
• Most interacted-with content since I joined
• Frequent reposts by artists and their networks
• Positive feedback from featured creators, even featuring them on their own pages!