Aulyr
Social Media Creative Direction
Details
Aulyr is a minimal fashion brand still in development, and I was brought on to build its social media presence from the ground up, before there's a product to launch or an audience to speak to yet. That's a different starting point to most social projects. There's no existing content to build on and no live collection to photograph, so the identity has to come entirely from strategy and teasing before a single real post exists.
Services
Social Media
Creative Direction
Year
2026
I developed the content pillars and social strategy first including Product Craft & Design, World of Aulyr, Brand Philosophy and Launch & Community, each one built to introduce a different layer of the brand, from the making process through to the lifestyle and values around it. From there I designed a full run of posts and grid curation, giving the brand a clear visual language (muted tones, tactile imagery, considered negative space) well before a single garment ships.
The result is a ready-made social identity a pre-launch brand can step straight into, content that builds genuine anticipation rather than just marking time until launch day. Every post concept was designed to work as a standalone piece while still building toward something larger, so the grid reads as a complete story even before the first product photo goes up. That's the real test of pre-launch social work, it has to earn attention on its own merit, not borrow it from a collection that doesn't exist yet.
