Kraus / Social Media Brand Refresh
Organic Social, Paid Social
I partnered with marketing to develop a content strategy across four core pillars: Product Collections, Design Inspiration, Product Education, and Promotions. The direction was to move beyond straightforward product content and create more editorial, trend-forward storytelling that felt relevant to homeowners. Visually, I introduced clean compositions and curated color palettes to create a more modern, elevated presence.
Kraus is a design-forward home brand offering kitchen and bath sinks, faucets, and accessories. Its social presence needed to reflect the brand’s elevated positioning while increasing engagement and feeling more native to the platform. Without a budget for social-specific photography, the challenge was to transform existing ecommerce imagery into engaging, editorial content designed for the feed.
Role: Art Direction & Design
Product Collections
Grid-style layouts and animations showcase the breadth of Kraus’s product assortment, highlighting finishes, styles, and functional features in a more engaging format.
Design Inspiration
Moodboard-style compositions, contemporary color palettes, and trend-forward finishes created aspirational content to help homeowners envision Kraus products in their own spaces.
Product Education
Carousel-style posts break down complex product information into approachable content, becoming useful resources consumers can reference when making purchasing decisions or caring for their Kraus products.
This became the brand’s most-saved content type on Instagram, reinforcing Kraus’s role as a trusted source.
Promotions
Giveaways and promotional content were designed to drive sales and engagement while maintaining the elevated look established across the feed.
building a cohesive visual identity
I led design and art direction for the new content system, establishing a cohesive visual identity and scalable set of templates. I re-framed existing photography into social-first creative and incorporated motion to highlight product functionality and finishes. I also mentored a designer in applying the new templates and brand guidelines to ongoing social content.
The Result
Instagram follower growth increased by 37% and saves by 73% within three months of the refresh.
Instagram Highlights
I replaced the previous image-based highlight bubbles with a set of minimal icons, creating a more consistent, modern navigation – a timeless alternative to imagery that could quickly become dated.
