https://www.kirbysquires.com/contact daily 0.75 2020-07-20 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07e5ad2466bc50664f5672/1594353080790/IMG_6982%2B%25282%2529.jpg Contact https://www.kirbysquires.com/resume daily 0.75 2021-05-19 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/60a55b881a74bd0fe52fedc4/1621449628086/KirbySquires_Resume.png Resume https://www.kirbysquires.com/work daily 1.0 2020-07-20 https://www.kirbysquires.com/work/south-austin-brewery monthly 0.5 2020-07-10 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07c0dd0a7a28547e3fcb47/1594343666553/southaustinbrewery_mockup_post.png Work - South Austin Brewery - Sharing liquid Austin soul on social. The brewery’s online presence was quirky and had a lot of personality; however without context of the brand’s identity, it lacked the friendliness and neighborhood bar vibes of visiting the tap room in person. To extend the feeling of sitting in the taproom for a beer to the digital sphere, we needed to help people get to know South Austin Brewery. We created campaigns focused on sharing original and user-generated content, stories of the staff and beer, and behind-the-scenes photos of creating their beer. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07c14f6e85f00570d6c251/1594343883644/DSC_1589.JPG Work - South Austin Brewery - Cheers to new friends. To continue the community building offline, we put together events benefiting nonprofits where we partnered with local musicians and food trucks. We also needed to reach new audiences, so we encouraged off-site pint nights, sponsoring or donating the brewery’s products to local events, and sent press releases to influencers and online event listings. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f07c246f363fd726c73a13e/5f07c383ef5d3879a17784c7/1594344333087/SAB_BeerBQPosterFinal2_900.png Work - South Austin Brewery https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f07c246f363fd726c73a13e/5f07c333bb19ff5aa10160bf/1594344246571/SouthAustinBrewery_RecordSwap_Poster-01_792.png Work - South Austin Brewery https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f07c246f363fd726c73a13e/5f07c476e5857b7af388bd75/1594344569877/southaustinbrewery_falalabeer.png Work - South Austin Brewery https://www.kirbysquires.com/work/ohi-food-co monthly 0.5 2020-12-08 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5efa47c858caba67d0a5fbf7/1593460690094/ohi_mockup2+smaller2.png Work - OHi Food Co - Beachy keen. OHi’s largest audience lived on Instagram but their feed didn’t reflect their brand. I wanted to ensure that OHi made a good first impression whenever someone visited their Instagram feed. To accomplish this, I created a more curated feed to reflect the bold colors of their branding, highlight the bars alongside their ingredients, and share Hawaii’s beauty. The new look reflected their brand more clearly at a glance and matched the rest of their online presence. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5efa460bede6517d681b241f/1593460266700/Screen+Shot+2020-06-29+at+2.50.22+PM.png Work - OHi Food Co - O’hana means family. Community was a large part of OHi’s identity. We wanted OHi to be approachable and to support their audience’s wins - no matter what they were. Posts centered on self care, owning your passions, and health, combined with beautiful, bold photos of people and the product created an inspiring and feel-good presence that gained and kept followers. We also managed engagement with their audience to establish loyal followers that we would communicate with multiple times per week. We fostered strong relationships with influencers and brands that aligned with their mission to spread aloha and provide simple, healthy food. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5efa49b8ef73843ede5b8387/1593461201069/Screen+Shot+2020-06-29+at+3.06.02+PM.png Work - OHi Food Co - Spreading Aloha. Ohi’s goal to spread aloha meant we needed to increase brand awareness to relevant audiences. While they had built an audience on Instagram, people weren’t regularly engaging with the content. To get their engagement up and ensure their audience was actually interested in the product we had to make changes. We monitored peak posting times and adjusted accordingly, established consistent outbound engagement, and started partnering with brands and influencers that had audiences and values that more closely aligned with OHi’s. Encouraging and engaging with user generated content also helped establish OHi’s credibility and build trust with newer audience members that may have been on the fence about trying their product. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5efa4b8ed5f34b5d55c9d9e3/1593461654312/Screenshot%252B2020-06-29%252Bat%252B3.11.19%252BPM.jpg Work - OHi Food Co - Hawaii at Home. To increase sales online and off we created more consistent touch points with their audience and removed barriers from social platforms to checking out. We sent e-blasts, used the swipe up function in Instagram, and consistently posted to all of their platforms (Instagram, Facebook, Twitter, Pinterest) instead of just focusing on Instagram. Posts went out to their audience regularly informing them about how to find stores near them that sold OHi bars and let them know that our bars are found in the refrigerated section of the store. To encourage online sales, we highlighted their delivery options in posts and stories, used clickable shopping tags in all posts when possible, hosted flash sales promoted through eblasts, and provided influencers with unique codes to provide to their audience to use at check out. https://www.kirbysquires.com/work/brides-best-friend monthly 0.5 2020-12-08 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f077572d8d19e11948fbdf9/1594324358445/bbf_mockup_beforeandafter.png Work - Bride's Best Friend - Something old, something new. Bride’s Best Friend had access to photography from their many clients. While each individual photo was beautiful, a lack of intention made the overall appearance of their social presence feel messy and disorganized—not feelings you want associated with a business based on organized wedding planning. To convey the organization, brightness, fun, and beauty the brand’s services provided, we curated their feed with intention using colors that gradually flowed into one another and kept an even balance of posts about clients and wedding details. Being sure to include unique details regularly ensured that any first impression let the viewer know that these planners were not about cookie-cutter weddings. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f079f4cea859312a159b8c7/1594335071974/SC467+%281%29.jpg Work - Bride's Best Friend - #KeepAustinWed One opportunity for growth was creating a hashtag strategy for their posts. The wedding community on Instagram is large and active, but Bride’s Best Friend wasn’t seeing engagement outside of their own followers. To reach new eyes and increase engagement, I created banks of hashtags that could be used for any type of photo or copy content. Using tags specifically related to Austin and the Austin wedding scene helped keep content in front of relevant eyes and the brand saw an increase in traffic to their website from Instagram. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f0795e946f2333da8c4a4f8/1594332664299/49606054_10161360330760230_9113869680979738624_o+%281%29.jpg Work - Bride's Best Friend - Love is love. Bride’s Best Friend prides themselves on being LGBTQ-inclusive. This value is upheld through the entirety of their services and I wanted to make sure this was reflected in their social media presence as well. To do this, a lot of intention went into copywriting and photo selections. I ensured all posts were inclusive by using phrases like “spouses” and “partners” instead of exclusively referring to a “bride and groom.” I also regularly highlighted queer couples throughout the year and not just during Pride month. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07999b814c672e73fe44cd/1594333620327/bbf_mockup_story.png Work - Bride's Best Friend - Saying “I do” to new platforms. Originally, Bride’s Best Friend’s social media presence had been only on Instagram and Facebook. There were opportunities for more touch points on Pinterest and Instagram stories that could increase brand awareness. I suggested utilizing Pinterest to not only increase traffic by sharing blogs, but also to provide information and inspiration for any of their clients. Instagram stories have gained popularity and I created content to be shared regularly alongside original content from the wedding planners. They were able to increase reach of their posts by sharing them to their stories so they had increased potential to be seen. We also encouraged sharing behind-the-scenes photos during or after weddings so they could build trust in their process and stay in touch with their audience regularly without affecting the quality of the photos in her grid. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f079f83d8d9c22ff3a24584/5f07a030ea859312a159dfb5/1594335295725/Be+one+with+nature+%2873%29.png Work - Bride's Best Friend https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f079f83d8d9c22ff3a24584/5f07dfd40f35684829c0707b/1594351581298/Be+one+with+nature+%2810%29.png Work - Bride's Best Friend https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f079f83d8d9c22ff3a24584/5f07dfdadd6f773fb09bede4/1594351634343/IMG_4486.jpg Work - Bride's Best Friend https://www.kirbysquires.com/work/kanti-goods monthly 0.5 2020-12-08 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07a265b0c55a515094ce93/1594335872252/kanti_mockup_grid.png Work - Kanti Goods - A picture is worth 1,000 words. Kanti’s products were high-quality and that could be seen in every description of their products; however, the photos they had didn’t convey that same message. Being ecommerce meant that the images needed to move someone from passive interest to actively purchasing items on the website. To elevate the brand image and perceived value of the products, we took our own photos regularly to be used on their social media platforms. We took product and model photography to help keep variety in their content and the visuals associated with the brand. Utilizing these images created a more professional look while continuing to achieve the mission of sharing their story. To create movement from social to their website, we included shoppable tags and sent regular e-blasts. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f07e2ba7594eb11c446b5bd/5f07e3bde1eee831b540a901/1594352575156/IMG_6458.jpg Work - Kanti Goods https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f07e2ba7594eb11c446b5bd/5f07e3bf0a8a1b62c4aa9fe3/1594352578373/IMG_6461.jpg Work - Kanti Goods https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5f07e2ba7594eb11c446b5bd/5f07e3c2a37098761283382d/1594352580399/IMG_6459.jpg Work - Kanti Goods https://www.kirbysquires.com/work/project-two-n4t26 monthly 0.5 2020-07-10 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07daa80a8a1b62c4a97b53/1594350255558/gameboy%405x.png Work - Cedar Street Courtyard - Don’t you (forget about me). Every week the Spazmatics, an ‘80s cover band, played the venue—it was their busiest night and we needed to continue to promote it weekly. I created a campaign incorporating the Spazmatics and Cedar Street Street into ‘80s-themed designs. From the original Gameboy to ViewMasters, each post revolved around a nostalgic part of the ‘80s that would be sure to catch the attention of the fans of the time. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07d4409155105c4e43a552/1594348619986/CedarStreet_BackToTheFuture.png Work - Cedar Street Courtyard - Always something there to remind me. Live music every night meant they needed consistent posting about upcoming shows as well as ongoing coverage of performances as they happened. They previously had trouble maintaining regular posting and therefore lost out on promoting their shows. Alongside daily updates on shows, ticket giveaways, staff features, and behind-the-scenes photos, I posted live from events at least once per week to provide real-time content regularly. We also encouraged user-generated content and shared it regularly on our feeds. This helped increase awareness, build trust, and show the ambiance of and excitement in the venue. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ce59e8f05514ad3e849/5f07d6557594eb11c44546a9/1594349145610/Artboard+2%405x.png Work - Cedar Street Courtyard https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ce59e8f05514ad3e849/5f07d70320d98161b7d5dd78/1594349319870/CedarStreet_SpazContest8_3.jpg Work - Cedar Street Courtyard https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ce59e8f05514ad3e849/5f07daff1d7e6b412b8300da/1594350341687/CedarStreet_NintendoFinal.png Work - Cedar Street Courtyard https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ce59e8f05514ad3e849/5f07db75ab8a46406693f021/1594350455821/10624890_863467350365506_8044469745533189212_n.jpg Work - Cedar Street Courtyard https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ce59e8f05514ad3e849/5f07dbbf6bf33029d7e8526a/1594350533072/CedarStreet_Spazmatics12.jpg Work - Cedar Street Courtyard https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ce59e8f05514ad3e849/5f07dd2ac948437e54ffdf91/1594350946184/DSC_1021.jpg Work - Cedar Street Courtyard https://www.kirbysquires.com/work/marias-taco-xpress monthly 0.5 2020-07-10 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07cc5ae1eee831b53dd46d/1594346602185/DSC_0252.jpg Work - Maria's Taco Xpress - Keep Austin Weird. An iconic view for south Austin is Maria’s statue on top of her restaurant—with arms wide open, she’s a warm reminder that, yes, you really do want that taco right now. We needed to stay top of mind without having to drive by Maria’s—so we stepped up her online presence by posting consistently, establishing her brand identity, and encouraging engagement with her audience. While Maria’s ambiance and vibe was obvious in person, their online presence didn’t fully convey their quirk. We wanted to stay true to the Old Austin weirdness and bold voice while staying relatable and reminding people about their offerings. We created campaigns to engage the audience more directly by asking questions, hosting contests, and encouraging user-generated content. Just a few examples; we held taco-building contests, created Maria cut-out postcards, took photos of her branded chimichurri around town, asked about queso etiquette, and made horoscopes based on favorite tacos. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07d1c50a8a1b62c4a86b3d/1594347982161/11081275_749902978462678_5385748015791670901_n.png Work - Maria's Taco Xpress - In tacos we trust. Building credibility and trust with the community was a part of what we needed to accomplish to get more foot traffic in the restaurant. We focused on campaigns to encourage user-generated content, partnerships with Austin-based foodie influencers, event promotion, and highlighting positive reviews we’d received. Offline, holding events was a major way we got new life into the space. They hosted Hippie Church, drag queen bingo, and local musicians alongside in-store offers such as a free taco when customers allowed them to cut off their South by Southwest wristbands. Fun and unique events drew crowds of people that eventually became regulars. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ed0068552405e7211ce/5f07ccee20d98161b7d4986a/1594346738985/MTX_TacoH_Barbacoa.png Work - Maria's Taco Xpress https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ed0068552405e7211ce/5f07d0370a8a1b62c4a83c23/1594347580597/1622526_518567541596224_687330564_o.jpg Work - Maria's Taco Xpress https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5ef91ed0068552405e7211ce/5f07d095e5857b7af38a52cf/1594347694322/MTX_QuesoEtiquette1.png Work - Maria's Taco Xpress https://www.kirbysquires.com/work/project-two-9j3tg monthly 0.5 2020-12-08 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07b661ef5d3879a175949f/1594340979954/spectrumsouth_mockup_grid_after.png Work - Spectrum South - Find your people. There are a lot of platforms out there, but we wanted to ensure that the publication’s energy is being put in the places where it will get the most impact. Spectrum South’s audience mainly spends time on Instagram, so that is where we chose to focus, with a smaller presence on Facebook and Twitter. Instagram continues to be the platform that sees the most growth in engagement, reach, and followers. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07b96e0a7a28547e3ee151/1594341748530/IMG_EC220E2060F2-1.jpeg Work - Spectrum South - Bring Pride to everything you do. Spectrum hosts, sponsors, and participates in events to raise awareness and actively be a part of the queer community in the South. For each event, we come up with guidelines to best promote it before, live-post during, and recap afterwards, which creates a more dynamic social media presence and strengthens our relationship with the community. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07bbaec82d36003ae2c17e/1594342337289/spectrumsouth_mockup_kickstarter+story.png Work - Spectrum South - Share your story. A big part of what Spectrum South aims to do is to share stories. To do that, they needed to build their audience up regularly. While local networks, events, and hashtagging helped expand their reach, at times, we needed to use paid ad campaigns to expand outside of their network and reach new people. I helped create and manage paid advertising campaigns on Facebook, Instagram, and Twitter to raise brand awareness and increase website clicks for specific events and stories. Partnering with the founders, I created a strategy for distributing and optimizing their content, tracking analytics, and incorporating ads to promote events. I also helped coordinate their successful Kickstarter campaign to fund more writers and their podcast. https://www.kirbysquires.com/work/root-river monthly 0.5 2020-12-08 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07a8f96c8cc00823f02f50/1594337540130/rootandriver_mockup_beforeandafter.png Work - Root + River - Consistency is key. Root + River’s founders each had strong personal brands, but that didn’t translate over to the company’s business pages, which hurt their credibility. We created a strategy to post regularly using content from both of the founders to ensure a presence that fully encompassed the experience provided by their services. This more consistent touchpoint led to overall increased reach and engagement on their content as well as increased traffic to their website. It helped round out their brand presence and communicate their values while also promoting webinars without feeling too aggressive. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07ac4fcd2f1c05cc71f97d/1594338589870/61.png Work - Root + River - Sound the part. Their brand voice was already well established before we started creating content for them; however, it was not clear what writing structures, phrases, and habits made their voice feel like them. It was imperative that we preserve the voice as it was, especially as it was representative of the two founders and they had specific ways they talked about their values and brand. I dug into the details of what made up their brand voice and discovered many defining characteristics that were utilized throughout our time creating content for them. I then used these when creating their content moving forward to ensure continuity. https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5f07adfdd06f8f20061e3443/1594338820069/ROOT+%2835%29.png Work - Root + River - Look the part. Root + River’s visual branding was present on the website, but less so on their social media platforms. We created new branded campaigns that used both their own words and visual branding. This helped establish a consistent look and feel to their content that had been lacking. We also encouraged incorporating one of the founder’s art in the posts to bring a unique look and more personality to the content. https://www.kirbysquires.com/work/1010-would-make-again monthly 0.5 2020-12-04 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5fc81a8313de6e79814d5bd5/5fc81ac843b29e7a5ae79c4c/1606949594008/cookbook_patterns-01-15.png Work - 10/10 Would Make Again Cookbook https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5fc81a8313de6e79814d5bd5/5fc81ac88bd779356743be0a/1606949588455/cookbook_patterns-01-01.png Work - 10/10 Would Make Again Cookbook https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5fc81a8313de6e79814d5bd5/5fc81ac8ee804a17a1c4252b/1606949589864/cookbook_patterns-01-19.png Work - 10/10 Would Make Again Cookbook https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5fc81a8313de6e79814d5bd5/5fc81ac826a3037b432e6968/1606949586051/cookbook_patterns-01-22.png Work - 10/10 Would Make Again Cookbook https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5fc81a8313de6e79814d5bd5/5fc81ac84b97230d05ff92ab/1606949589591/cookbook_patterns-01-04.png Work - 10/10 Would Make Again Cookbook https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/5fc81a8313de6e79814d5bd5/5fc81ac97ff5a343ebe7aa5f/1606949592206/cookbook_patterns-01-13.png Work - 10/10 Would Make Again Cookbook https://www.kirbysquires.com/work/desk-plants monthly 0.5 2020-12-04 https://static1.squarespace.com/static/5ef8f80838ce954fac6c3a2d/t/5fc9357ae5fc754319b772a7/1607021976845/Deskplants_phonemockup.png Work - Desk Plants