Creating a social presence
US artist-run brand Miracle Seltzer is a powerhouse of creativity with a connoisseur following base. They wanted to be seen as more than just a water brand and to actualise their vision into social media.
Together, we developed a clear tone of voice, art direction style as well as crafted new content pillars to help Miracle Seltzer communicate more like a disruptive lifestyle brand. This led us to play with the codes of online millennial culture; focusing on hijacking “traditional” social formats to express the brand’s disruptor impulses.
Brand Identity
Miracle Seltzer’s identity is eclectic, low-fi and DYI. Reflecting the brand’s ethos on Social Media meant hacking social formats, collaborating with artists and brand lovers as well playing with the code of social platforms.
Collabs
Miracle Seltzer partners with fashion labels and creates a few capsule collections a year. Art Directing these launches was part of my work for them.
Process
A content vertical showcasing Miracle Seltzer’s design process.
News
This content vertical is imagined to be a way for the brand to express opinions on world events in an engaged yet apolitical way.
For instance, this collaboration with the ‘Work The Polls’ organisation raises awareness on vote counting issues in the US, inciting people to volunteer in voting centers.
Inspiration Posts
This content vertical is imagined to push the brand’s positive core values, referencing artists, philosophy and spirituality.
Advertising
The strategy for Paid Social and Promotions was to cross-reference different media cultures like Ebay, TV, Fly-posting, etc.
For the launch of the Miracle Rug, we referenced TV informercial culture in short low-fi social videos.
Competitions
Giving users the opportunity to win Miracle Seltzer products by drawing and re-interpreting the brand’s logo.
Influencer Marketing
Using partner collab designers and influencers to create UGC using the #HouseOfMiracles hashtag.
Halloween Face Filter
Amongst others, we developed Miracle’s first face filter, allowing users to become the faces of the Miracle brand by stretching their faces into the Reaper’s figure. This filter was used to produce DIY seasonal social content by filtering iconic scenes of Halloween movies on Instagram and TikTok, encouraging people to get creative and make it their own.
