Cover Your Assets Social Media
OVERVIEW
Client–
Industry/Niche–
Divorce and Finance
Role–
Digital Designer and Social Media Manager
Tools–
Canva, Capcut, Descript, Notion, Microsoft Excel
Goals–
Expand online visibility, drive awareness of company, clientele growth, give personality behind the company
STYLE GUIDE
Primary Fonts–
✦ Shrikhand
✦ Poppins
✦ Mistrully
Brand Colors–
✦ Burnt Peach: #f96e46
✦ Pine Teal: ##004d3d
✦ White: #FFFFFF
Logo-
BRAND FOUNDATION
Curated by myself in collaboration with the client
Brand Personality
✦ Advocate, not neutral
✦ Straightforward tone
✦Protective, Strategic, Empowering
Tone of Voice
✦ Warm and welcoming
✦ Confident and Professional
✦ Refreshing and Modern
Target Audience
✦ Gender: Mostly female but not exclusive
✦ Age: Primarily middle aged & above
✦ Location: Predominantly California but not exclusice
✦ Socioeconomic Status: High Earners with complex financial pictures and significant assets
Motivations of Audience
✦ Protect what they have, avoid being blinded
✦ Understand opportunities and risks
✦ Make informed Decisions
✦ Be prepared and possess a clear understanding about finances and next steps
Pain Points
✦ Under-informed and under protected
✦ Fear of the unknown
✦ Lack of informative/educational resources
✦ Shame
CONTENT PILLARS
Pillar 1
Pillar
Financial Literacy for Divorce
Goal
Reduce fear by being an Informative source
Pillar 2
Emotional Reassurance
Provide stability and validation
Pillar 3
Service & Process Transparency
Reduce hesitation and build trust
Pillar 4
Credibility & Relatability
Build parasocial trust, lower skepticism, give personality
Content Examples
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"Assets people forget to account for in divorce"
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What's & Why's
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"Feeling overwhelmed =/ unprepared"
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"You don't have to decide everything today"
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What working with us looks like
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What we can/can't help with
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Seasonal posts, holidays, tax season
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Content directly from CDFAs (videos)
↓ Click here to see my strategy presentation ↓
PROJECT CONTEXT
Following the transition away from their previous marketing partner, I took over the management of the Cover Your Assets Divorce social media. This included inheriting existing systems and establishing a more cohesive and intentional brand direction moving forward.
I led visual and strategic refresh of their online identity, redesigning templates, post layouts, and key brand assets to create consistency across posts and platforms. The focus was improving messaging, elevating overall aesthetic and establishing a steady cadence.
In addition to the rebrand, I now manage ongoing content creation and scheduling, developing posts that balance educational value with audience engagement while maintaining a consistent and recognizable brand presence across platforms.
CAROUSEL POST EXAMPLES
