Paid Social Campaigns

The goal of this paid social campaign was to target very specific and smaller ad audiences to get higher quality leads for this legal firm.

This included specific demographics in the NYC area that we broke down by legal service. As a result, the final ads needed to use relevent imagery and were translated into multiple languages.

Ad copy and messaging remained fairly uniform due to the nature of the business and the objective of brand awareness—most potential leads in criminal law are reaching out to a lawyer in the moment after an online search.

This paid social campaign was a strategic extension of existing ads I had already helped to develop. The roofing client had recently introduced a new remodeling service and published a corresponding webpage. To offset the seasonal decline in roofing projects, they wanted to promote this new remodeling offering during the winter months.

The goal of this campaign was to launch a series of paid social posts in tandem with a newly redesigned website for the client.

In 2025, my team conducted a fresh intake to support the development of a more modern, strategic web presence. A key component of this process was gaining a clear understanding of the client’s full range of services, then distilling and defining their core offerings to inform the website rebuild. Through this discovery phase, we identified three core service pillars that collectively represented the breadth of the client’s capabilities.

From a visual branding perspective, the client wanted to retain their existing look and color palette, which consisted of four primary brand colors. To bring greater clarity and cohesion to the system, we recommended assigning one color to each service pillar as a visual cue, while reserving their core purple as the unifying brand color used across the broader identity.

In the ads here, you can see how the ads follow this color format with:

Their new website also corresponds with this color and service breakdown.

This university partnered with our team to develop a brand awareness campaign designed to drive application submissions. Centered around the theme “Find Yourself at Northland,” the strategy aimed to highlight Northland College’s distinctive outdoor environment and position it as a supportive space where students can explore their identities and interests.

Located on the shores of Lake Superior, the university is deeply rooted in outdoor, eco-centered education, with academic strengths in biology, conservation, and agriculture. These elements became central to the campaign narrative, helping to differentiate Northland College and connect with prospective students seeking an immersive, nature-driven academic experience.

To bring this story to life, we reviewed student interviews, both written and video, to extract authentic themes. These findings informed our creative direction, alongside a strong emphasis on eye-catching imagery that reflected real student experiences.

The posts shown here represent a portion of the broader campaign; additional content was also produced but is not displayed here.