“Color of the Month” Campaign

Overview
To strengthen brand consistency, increase product awareness, and elevate our creator community, my marketing manager and I developed a year-long content strategy called Color of the Month. This initiative brought structure, storytelling, and momentum to our social presence while activating our 12-person Imagine Crafts Design Team—each a respected crafter with their own following, blog, and industry credibility.

Instead of relying on reactive content, we built a predictable, highly visual cadence that allowed artists, retailers, and customers to anticipate what was coming next.

Strategic Approach
We selected a featured color theme each month—shades like Mango (yellow-orange family) or Gingerbread (soft, creamy browns). Each theme spotlighted a curated group of inks across our product lines, giving us a way to introduce more variety into the conversation and draw attention to hues that were rarely highlighted.

The strategy worked on multiple levels:

• It challenged our creators to explore outside their usual color palettes.
• It showcased the depth of our ink offerings, not just the bestsellers.
• It gave the brand a cohesive visual identity across social, creating striking color-block grids.
• It gave us predictable monthly story arcs, which helped content planning and audience anticipation.

Every color announcement kicked off a new chapter in the brand narrative.

Creative Execution
Each month, I created an in-house hero art piece that set the tone for the palette. This artwork became the anchor for all creator contributions and established a visual direction for the month.

From there, our 12-member design team interpreted the theme in their own styles—cards, mixed media, stamping, embossing, lettering—creating a rich, organic wave of content that highlighted the versatility of our inks.

This hybrid approach ensured that the brand voice stayed strong while still giving creators freedom to shine.

Impact
Over the course of the year, the strategy delivered measurable creative and business wins:

1. Expanded Creative Range
   – Our design team consistently worked with new inks, leading to better discovery and more authentic demonstrations of the full line.
2. Increased Product Awareness
   – Retailers and consumers saw the breadth of our color library, not just the familiar shades.
3. A Cohesive Social Identity
   – The coordinated monthly palette created a distinctive visual rhythm across Instagram and Facebook, making our feed instantly recognizable.
4. Major Engagement Lift
   – Color announcements quickly became our top-performing posts each month, pulling high views, saves, comments, and shares.
5. Strengthened Community & Internal Creativity
   – I contributed artwork each month, helping guide the creative direction and energize our team.
   – The initiative built camaraderie, structure, and excitement among our creators, turning content into a collaborative ritual.

Long Game Success
This wasn’t a one-off campaign—it became a sustainable, highly effective content engine. The Color of the Month strategy reinforced the brand’s artistic identity, elevated our creators, and established a long-term visual storytelling framework that our audience came to anticipate and trust.