House of Narm
Social Media Creative Direction
Details
I was brought on to build House of Narm's social media strategy and creative direction from the ground up. A brand-new foundation for how they'd communicate online, not a refresh of something already established. That's a different job to most social projects, there was no existing visual language to inherit or correct, which meant every early decision, from tone of voice to the first content pillar, was setting a precedent the brand would be building on for years, not just for the next few months of posts.
Services
Social Media Strategy
Creative Direction
Year
2025
I started with a strategy document grounded in real research rather than assumption, analysing direct competitors in the category alongside brands outside the industry that share the same values around craftsmanship, transparency and quiet luxury. That broader lens mattered more than a category-only comparison, it's what let me position House of Narm as calm and elevated while still feeling relevant within its actual market. From there I developed the core content pillars, storytelling around craftsmanship, heritage and the meaningful moments of parenthood, balanced across inspirational, educational and community-led content.
With the strategy set, I moved into creative direction, photography tone, graphic styling, typography and post structure, all designed to hold together as one cohesive system rather than a set of one-off assets. I built social templates to keep that consistency easy to maintain month to month, and designed a bespoke brand font based on the founder's own handwriting. A small detail, but one that gave the brand a genuinely personal signature no template or stock approach could replicate.
I've continued supporting House of Narm with ongoing monthly direction as the strategy moves into execution.
