Relaunching social with a scalable framework
Relaunching social with a scalable framework
Description
Description
After a six-month pause in organic social activity, TotallyMoney needed to re-establish its presence on Instagram and TikTok. The aim was to relaunch social in a way that felt confident and consistent, rebuilt trust with our audience, and supported the top of the funnel.
After a six-month pause in organic social activity, TotallyMoney needed to re-establish its presence on Instagram and TikTok. The aim was to relaunch social in a way that felt confident and consistent, rebuilt trust with our audience, and supported the top of the funnel.
Outcome
I led the creative direction for the social relaunch across Instagram and TikTok, turning existing content pillars into a clear visual and motion system. I worked closely with the Head of Product Marketing, copywriters, and compliance to ensure the pillars worked in practice, while experimenting across formats, responding to trends, and keeping content consistent yet flexible.
I also art-directed most social video, from motion-led reels to live-action, often filming and editing myself. This allowed us to move quickly, test ideas in real time and maintain high creative quality as we rebuilt momentum.
I led the creative direction for the social relaunch across Instagram and TikTok, turning existing content pillars into a clear visual and motion system. I worked closely with the Head of Product Marketing, copywriters, and compliance to ensure the pillars worked in practice, while experimenting across formats, responding to trends, and keeping content consistent yet flexible.
I also art-directed most social video, from motion-led reels to live-action, often filming and editing myself. This allowed us to move quickly, test ideas in real time and maintain high creative quality as we rebuilt momentum.
Company
TotallyMoney
TotallyMoney
My role
My role
Lead designer
Lead designer
Timeline
Timeline
June-December 2025
June-December 2025
Full team
Full team
Lead designer, head of product marketing, copywriters and compliance
Lead designer, head of product marketing, copywriters and compliance
Rebuilding, not just relaunching
Rebuilding, not just relaunching
The goal wasn’t simply to start posting again. After a long period of inactivity, we needed to reintroduce TotallyMoney on social in a way that felt intentional and trustworthy.
The goal wasn’t simply to start posting again. After a long period of inactivity, we needed to reintroduce TotallyMoney on social in a way that felt intentional and trustworthy.
The relaunch needed to:
The relaunch needed to:
Re-establish a recognisable look and feel
Re-establish a recognisable look and feel
Rebuild trust with our audience
Rebuild trust with our audience
Increase the reach of our content
Increase the reach of our content
Create a way of working that made social media easier to run long term, not just for the launch
Create a way of working that made social media easier to run long term, not just for the launch
All of this had to work within brand and compliance requirements, while still feeling relevant and engaging on two fast-moving platforms.
All of this had to work within brand and compliance requirements, while still feeling relevant and engaging on two fast-moving platforms.
Setting the creative and design strategy
Setting the creative and design strategy
I treated the relaunch as both a creative reset and an opportunity to put better structure in place.
I treated the relaunch as both a creative reset and an opportunity to put better structure in place.
Test what works
Test what works
I explored a mix of static posts, carousels, animation and video to understand what formats and visual styles resonated most with our audience.
I explored a mix of static posts, carousels, animation and video to understand what formats and visual styles resonated most with our audience.
Stay audience-led
Stay audience-led
Performance was reviewed per platform, allowing Instagram and TikTok to evolve slightly differently rather than forcing the same content everywhere.
Performance was reviewed per platform, allowing Instagram and TikTok to evolve slightly differently rather than forcing the same content everywhere.
Respond to on brand trends
Respond to on brand trends
I kept a close eye on platform trends and formats, adapting the ones that felt right for the brand rather than chasing everything.
I kept a close eye on platform trends and formats, adapting the ones that felt right for the brand rather than chasing everything.
Keep visuals varied but consistent
Keep visuals varied but consistent
The aim was content that felt fresh and storytelling focused, while still clearly like it came from TotallyMoney.
The aim was content that felt fresh and storytelling focused, while still clearly like it came from TotallyMoney.
A scalable content framework
A scalable content framework
To support consistent posting and smoother collaboration between design and copy, I designed a set of reusable templates built around the agreed content pillars. Each pillar was designed to work across static posts, carousels and reels, giving the team flexibility without starting from scratch everytime.
To support consistent posting and smoother collaboration between design and copy, I designed a set of reusable templates built around the agreed content pillars. Each pillar was designed to work across static posts, carousels and reels, giving the team flexibility without starting from scratch everytime.
Industry news & insights
Industry news & insights
Financial education
Financial education
Product features
Product features
Topical content & trends
Topical content & trends
Further developing the content types
Further developing the content types
After the relaunch, I focused on understanding what resonated with viewers and refining storytelling across both short and long form reels. Building on these insights, I developed our most successful series. A hook-led format that I owned end to end, from concept and scripting through to filming, editing, and final delivery. The series captured attention quickly, due to its relatability and became one of our most reliable, repeatable formats, driving ongoing engagement across both Instagram and TikTok.
After the relaunch, I focused on understanding what resonated with viewers and refining storytelling across both short and long form reels. Building on these insights, I developed our most successful series. A hook-led format that I owned end to end, from concept and scripting through to filming, editing, and final delivery. The series captured attention quickly, due to its relatability and became one of our most reliable, repeatable formats, driving ongoing engagement across both Instagram and TikTok.
Driving feature adoption with a digital campaign
TotallyMoney
TotallyMoney
© Stina Slingo 2026