Seventh Generation Social Design & Style Guide
About
Seventh Generation’s goal was to develop a social strategy that created a community-building platform through engaging and unique content.
The challenge: With only one photoshoot per year, they have a limited amount of owned, branded imagery. How do we create unique and own-able assets with limited owned imagery?
The solution: Develop a social brand style guide that equips Seventh Generation with tools to create cohesive and meaningful social content. The designs will feel like an extension of their main brand, and will allow for ease of iteration and reproduction for social posts. We developed four main graphic treatments that can be used across their social channels: Scrapbook style, Text Layouts, Badges and Blurred Imagery.
A link to the full Social Style Guide can be found here.
Scrapbook Treatment
The Scrapbook style allows us to take various assets, PNGs, stock elements, etc. and tell a cohesive, branded story. The use of a handwritten font, illustrated elements and cut-out images creates a fun and eye-catching series of assets. Allowing Seventh Generation to tell their product stories and share their advocacy work through fun graphic storytelling.
Text Treatments
Playing with bold text elements allows Seventh Generation to tell a full story while emphasizing the most critical text throughout the post in an engaging way. The Tiempos typeface is used for advocacy posts, indicating a more serious tone, with the curved overlay of text bringing levity and interest to the text-heavy posts.
We also included a notebook style for information-heavy content. Using elements like handwritten circles and highlights, like you would in your written notebook.
Badges
I created a series of badges that can be used alongside product posts to highlight critical information. The badges allow for endless combinations through colors, shapes, fonts.
Blurred Imagery
With little owned brand imagery, creating a treatment to apply to found imagery allows Seventh Generation to create content using stock imagery that feels cohesive. The blurred images are used as backgrounds, with bold text or iconography placed on top.