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

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.

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.

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.

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 templates and leading the workshop
I created various versions for each template and organized them so they would be easy to find and use. I prepared and led a quick workshop where I walked folks through the style guide and showed them how to find and use the social media post templates on Canvas.

We streamlined the post-design process by having templates that were diverse and easy to use.

We built a coherent brand helping SC build trust with a skeptical audience.

We grew our social media account from a few members to 2000 members.