Objectively (Instagram content)
Social copy
Visual design
Tools
○ Instagram
○ Canva
○ Canva
Objectively is an interview-based newsletter featuring conversations with creatives, entrepreneurs, and tinkerers doing things differently.
For each feature, I translated long-form interviews into short-form Instagram content—creating entry points that capture attention, drive readers to the full piece, and grow newsletter subscriptions.
Approach
For each feature in Objectively, I created a series of Instagram posts and stories to capture attention, distil the essence of the interview, and guide readers back to the full piece on Substack.
A key consideration throughout was shareability—designing content that the subject would feel compelled to repost on their own platforms.
The challenge was to retain the depth and voice of each story while making it legible in a fast-scrolling environment. Each piece was approached editorially: thinking through structure, pacing, and what to reveal (and when).
The visual language evolves across the work. I experimented with different layouts and treatments—from block colour and GIFs to draw attention, to more minimal compositions that let the subject take centre stage. While the outputs vary, each approach was shaped by what best suited the feature.
Underlying all of this was a focus on rhythm: how someone moves through a carousel, taps through a story, and what makes them pause, continue, or click.
Below are five examples of these posts and stories.
A key consideration throughout was shareability—designing content that the subject would feel compelled to repost on their own platforms.
The challenge was to retain the depth and voice of each story while making it legible in a fast-scrolling environment. Each piece was approached editorially: thinking through structure, pacing, and what to reveal (and when).
The visual language evolves across the work. I experimented with different layouts and treatments—from block colour and GIFs to draw attention, to more minimal compositions that let the subject take centre stage. While the outputs vary, each approach was shaped by what best suited the feature.
Underlying all of this was a focus on rhythm: how someone moves through a carousel, taps through a story, and what makes them pause, continue, or click.
Below are five examples of these posts and stories.
Posts
Each carousel was structured as a narrative—beginning with a strong hook, followed by a progression of ideas or quotes, and ending with a clear call to action.
I focused on writing concise, resonant lines that could stand alone, while still building towards a larger story. The aim was to create enough intrigue for someone to keep scrolling, while offering something meaningful in each frame.
Visually, I worked with a restrained system of text and imagery, using block colour and layout to create emphasis and variation across slides. The design remained simple, with intentional space to tag the subject and direct readers to the full feature.
1/2.
Emma Cali, ex-Design at Patagonia, Stamford
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Emma Cali (@emma.cali) sees both her art and design work as a way to critically engage with the climate crisis and the human experience within that. keen to explore the potentials and limitations of materiality, you can find her deconstructing knitwear, hand sewing found objects into matchbooks, or repairing sweaters and puffs for work @patagonia.
in our exchange, her hopefulness palpable, Emma comes alive with her passion for material sustainability and a call to action that reminds us the promise of finding community through craft.
“I hope I just keep meeting people who love what they do immensely, and we come together to make something that doesn’t really exist yet.”
read the full story on objectively.substack.com
2/2.
Dawnie Perry, Co-Founder of Chez Carrie, Paris
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Dawnie Perry @dawnieperry is as expressive as she is inquisitive, and her explorations extend across music, food, fashion, hobbies, social media… i first discovered her vlogs seven years ago and watched every next one. they felt cathartic, visceral, and varied, in a way that weren’t so much for others as they were for herself.
over time, i gathered bits and pieces of her life — cooking in Parisian cafés, immersing herself in the local music scene, and how she enjoys styling herself and really, her life.
when it came to kickstarting the “Getting to know” series on Objectively, where we touch on life recently and the things around them, Dawnie was a natural choice. there she opens up about her style inspo, why food is so important to her, where she’ll bring you if you visited Paris, and more…
“I should mention that I had a big feminine, “Parisian/French” phase - high-waisted jeans, little kitten heels, basket bag. I soon realised that was not me at all.”
read the full story on objectively.substack.com (link in bio!)
I focused on writing concise, resonant lines that could stand alone, while still building towards a larger story. The aim was to create enough intrigue for someone to keep scrolling, while offering something meaningful in each frame.
Visually, I worked with a restrained system of text and imagery, using block colour and layout to create emphasis and variation across slides. The design remained simple, with intentional space to tag the subject and direct readers to the full feature.
1/2.
Emma Cali, ex-Design at Patagonia, Stamford
Emma Cali (@emma.cali) sees both her art and design work as a way to critically engage with the climate crisis and the human experience within that. keen to explore the potentials and limitations of materiality, you can find her deconstructing knitwear, hand sewing found objects into matchbooks, or repairing sweaters and puffs for work @patagonia.
in our exchange, her hopefulness palpable, Emma comes alive with her passion for material sustainability and a call to action that reminds us the promise of finding community through craft.
“I hope I just keep meeting people who love what they do immensely, and we come together to make something that doesn’t really exist yet.”
read the full story on objectively.substack.com
2/2.
Dawnie Perry, Co-Founder of Chez Carrie, Paris
Dawnie Perry @dawnieperry is as expressive as she is inquisitive, and her explorations extend across music, food, fashion, hobbies, social media… i first discovered her vlogs seven years ago and watched every next one. they felt cathartic, visceral, and varied, in a way that weren’t so much for others as they were for herself.
over time, i gathered bits and pieces of her life — cooking in Parisian cafés, immersing herself in the local music scene, and how she enjoys styling herself and really, her life.
when it came to kickstarting the “Getting to know” series on Objectively, where we touch on life recently and the things around them, Dawnie was a natural choice. there she opens up about her style inspo, why food is so important to her, where she’ll bring you if you visited Paris, and more…
“I should mention that I had a big feminine, “Parisian/French” phase - high-waisted jeans, little kitten heels, basket bag. I soon realised that was not me at all.”
read the full story on objectively.substack.com (link in bio!)
Stories
I approached stories as a sequence of moments: distilled ideas, key lines, or prompts that could be understood at a glance. The pacing was tighter, with each frame needing to land immediately while still encouraging viewers to continue tapping through.
There was also an intuitive layer to the design—leaving space within each frame for tagging profiles or adding link callouts (e.g. read the full interview on Substack). These elements were considered from the outset, so the content could remain clean and readable while still being functional.
1/3.
Sebit Min and Andrew Teoh, Founders of s-u-m studio, New York
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2/3.
Chantel Foo, Artist + Chef, London
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3/3.
Sherry Zheng, Photographer, Sydney
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There was also an intuitive layer to the design—leaving space within each frame for tagging profiles or adding link callouts (e.g. read the full interview on Substack). These elements were considered from the outset, so the content could remain clean and readable while still being functional.
1/3.
Sebit Min and Andrew Teoh, Founders of s-u-m studio, New York
2/3.
Chantel Foo, Artist + Chef, London
3/3.
Sherry Zheng, Photographer, Sydney
