Elevating Swing Care’s social media profile
Swing Care is a groundbreaking specialty telehealth clinic offering comprehensive and personalized care for fibromyalgia.
Swing Therapeutics is an early-stage startup based in San Francisco. As part of the product team, I played a key role in shaping the evolution of the company’s brands and enhancing user experiences across digital and physical channels and various touchpoints. In this project, I collaborated with Swing’s cross-functional team to bring the Swing Care brand to life on social media.
My role
I was responsible for designing the accounts banners and post templates for the marketing team to use for content creation.
Skills
Branding, Visual Design, Design Thinking, Presentation, Discussion Facilitation, Communication, Problem-Solving, Project Management, Digital Production
Tools
Figma, FigJam, Canva, Pen & Paper, Google Workspace, Asana, Slack, & Zoom
Team
Senior Product Designer, Maggie Avila; Senior Product Manager, Abbha Morey; Head of Product, Nelson Mitchell; Marketing Director, Nicole Villeneuve
OVERVIEW
Setting
Following the launch of Swing Care, our goal was to raise awareness of the clinic's services and approach among potential patients.
A key element of our marketing strategy involved establishing and managing social media accounts.
We initially designed the first version of the banners and posts to launch the social media accounts quickly, and now it was time to upgrade them.
Challenge
I was tasked with updating the look and feel of the social media accounts to better align with Swing Care's visual identity.
This meant redesigning the banners and creating post templates for various types of content.
One specific request was to ensure the templates were user-friendly for those without design experience, so they could easily create high-quality content.
Approach
I started by first updating the banners and then moved on to designing the post templates.
We agreed to use Canva for the final designs to make creating content quick and easy for the marketing team.
Additionally, I created a style guide for designing future templates and led a workshop to demonstrate how to use the new templates effectively.
Social Media Accounts Banners
MY PROCESS
Going over the brief
I got started by thoroughly reviewing the brief, asking clarifying questions, and aligning on the timeline. Once I had a solid understanding of the problem and constraints, I arranged a kickoff meeting to officially begin the project.
Doing market research
I researched and reviewed the social media accounts of both competitors and non-competitors to see how they addressed similar challenges. I gathered and analyzed examples of social media accounts that effectively addressed the problem.
Confirming specifications
I confirmed the specifications for creating the banners for the different types of accounts: Facebook, LinkedIn, Zoom, Mailchimp, and YouTube.
Exploring solutions
I explored various graphic treatments for social media account banners, then narrowed the options down to a couple and created mock-ups to share with the team.
Presenting and facilitating discussion
Using the brief as a guideline, I prepared and led the presentation, explaining the design rationale, answering questions, and facilitating discussion.
Aligning on a direction
After aligning on a direction, I created the final designs, shared them for approval, prepared the final designs, and handed off the files.
OPTION 1
OPTION 2
FINAL DESIGNS
LINKEDIN, FACEBOOK, & YOU TUBE PROFILES
Social Media Post templates
MY PROCESS
Exploring solutions
I started by exploring black-and-white designs with different type of content. I thens elected options that worked best and started adding color.
Presenting and iterating
Once I arrived to a good spot, I prepared the presentation, shared the designs with the team, and iterated based on their feedback.
Aligning on a design direction
After a few rounds of deign and iteration, we aligned on a solution that addressed the goals stated in the brief.
break r2 into 4 /5 graphics
R3 explorations 1 break into slides
R3 explorations 2
r3 presentation
Creating the final designs
I built the final designs in Figma, which was the software I was using to explore solutions and also what I was most comfortable using.
Building the style guide
I created a basic style guide to use as a reference, in case the Canvas templates were distorted, and for designing post for new types of content.
Creating the post templates in Canvas
I have never used Canvas before, but learning was pretty easy. I created various versions for each template and organized them so they would be easy to find and use.
Leading the How to workshop
I prepared and led a quick workshop where I walked folks through the style guide and show them how to find and use the social media post templates on Canvas.
FINAL DESIGNS
IMPACT
We grew our social media account from x number of members to xxx number of members.
We built a coherent brand helping SC build trust with a skeptical audience.
We streamlined the post design process by having templates that were diverse and easy to use
Social media paid ads
OVERVIEW
As part of Swing Care's marketing efforts, we needed to create ads for platforms like Facebook, Google, and others. The Marketing Director wanted to streamline the process by developing templates that we could reuse every quarter.
My task was to design the templates and create a fresh set of ads each quarter. The key was to make sure the templates worked well across various social media platforms. A specific challenge was dealing with the limited space available. This restriction meant we had to be creative with copy while ensuring the design remained legible and impactful.
I started by exploring different solutions for the ad templates ultimately aligning on a couple of directions that seemed promising. I then created the first set of ads which I handed -off to the Marketing Director. In the following quarters, we iterated based on how well each concept performed and the learnings from A/B testing.
MY PROCESS
Reviewing the brief
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Exploring Solutions
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Presenting and revising
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Aligning on a solution
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Final Designs
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Iterating based on learnings
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FINAL DESIGNS
Marketing email templates
OVERVIEW
Setting
Our Marketing Director had initially created a set of marketing emails for temporary use. We needed to redesign these emails to be more user-friendly and better aligned with our brand.
Challenge
My role was to design a template that aligned with the brand’s look and feel while ensuring readability and compatibility across various devices.
Approach
I explored Mailchimp’s features and limitations to identify the best solution for our needs. We opted to use Mailchimp’s WYSIWYG tool, which allowed the Marketing Director to easily create emails as needed. I designed a single template that served as the foundation for the entire email set
PROCESS
Event materials
OVERVIEW
Setting
We found that some of our audience were confused by the relationship between STx, the parent company, and Swing Care, our telehealth clinic. With several medical conventions approaching, we needed to decide how to present our brands effectively.
Challenge
My task was to resolve the brand confusion and design a booth that presented our brands in a clear and professional way.
Approach
I started by researching various brand hierarchies and exploring different ways to organize our brands. For the upcoming medical conferences, I developed a short-term solution. This involved repurposing event materials from our partner company and designing new business cards and a tablecloth for Swing Care.
PROCESS