Cha Hai Ya
OVERVIEW
Client–
Cha Hai Ya.
Industry/Niche–
Make Up Freelancer
Role–
Social media and branding manager
Tools–
Canva, Capcut, Notion
Goals–
Increase clientele, have an online portfolio
STYLE GUIDE
Primary Fonts–
✦ Castle Begale
✦ Aileron
✦ JetBrains Mono
Brand Colors–
✦ Deep Teal: #117A8B
✦ Warm Gold: #D4AF37
✦ Blush Pink: #F4C6C6
Logo–
BRAND FOUNDATION
Curated by myself in collaboration with the client
Brand Personality
✦ Empowering --> Help people feel confident in their skin
✦ Knowledgeable --> Gives expert tips without being intimidating
✦ Creative --> Playful with beauty and embracing uniqueness
✦ Trustworthy --> Grounded in care, safety, and quality
Tone of Voice
✦ Warm and welcoming
✦ Confident and Professional
✦ Refreshing and Modern
Target Audience
✦ Gender: Primarily female
✦ Age: ~14 - 45
✦ Location: Southern California
✦ Goals & Motivations: to feel elevated in beauty but not unfamiliar to one's self
✦ Pain Points: Intimidating industry, oversaturation, bad experiences
CONTENT PILLARS
Pillar 1
Pillar 2
Pillar 3
Pillar 4
Pillar 5
Pillar
Goal
Portfolio & Transformations
Showcase skill, creativity, & results
Client Experience &
Testimonials
Build credibility, integrity, & connection
Personal Brand &
Story Telling
Set an approachable vibe + give brand personality
Promotions &
Community
Drive bookings, engage audience, create relations
Education & Tips
Establish authority & build trust
Content Examples
Before & afters, client work/gigs, videos showing process, make up on different skin tones
Testimonials, client reaction videos, why clients book you
Your story, fave products, bts videos, trends, "day in the life"
Promote schedule, seasonal posts, community content, special promos/discounts/packages
Tutorials, do's + don't's, beauty hacks, brush cleaning tips
CAROUSEL POST EXAMPLES
