Content Creation Case Study:
Alfred Street
Alfred St, a New Zealand–made furniture brand, wanted to grow its brand awareness. We developed an Instagram strategy and cohesive visual direction showcasing interior design expertise, NZ craftsmanship, and sustainability. Clean, minimal imagery, animations, and consistent styling highlighted the brand’s quality, care, and customisable design.
Client: Alfred St Marketing Agency: Yellow Jelly
My Contributions: Creative Direction / Social media content creation / Strategy / Asset production / Video Editing / Copy writing
Project Description / Goals
Build Brand Awareness. Content will focus on showcasing the quality and craftsmanship behind every piece we create - proudly NZ made. Through a mix of behind-the-scenes footage, product stories, and introductions to the makers themselves.
Establish expertise and trust. To inspire and educate, we’ll share moodboards, styling advice, and material insights that demonstrate our extensive knowledge of interior design. These posts will help customers visualise our furniture in their own spaces while learning more about the textures, finishes, and functionality that set our pieces apart.
What sets Alfred Street apart is its fully customisable furniture. Each piece can be tailored in size, material, finish, and fabric to suit individual spaces and styles. This flexibility allows buyers to create something that fits their customers needs, while still drawing on our design expertise and craftsmanship.
Creative Process and Strategy
We shared educational content that highlighted our team’s knowledge of interior design and materials. Through styling tips, curated moodboards, and insightful posts on finishes and textures, we positioned ourselves as approachable experts, offering inspiration while helping our audience make informed design decisions.
To showcase our NZ-made craftsmanship, we gave followers a behind-the-scenes look at our process, from concept through to creation. Product stories and maker features brought authenticity and trust, while simple, impactful visuals. We highlighted our commitment to sustainability and local production. The "MADE IN NZ" message was reinforced with clean, minimal imagery that echoed our brand values.
We also used animation to demonstrate the customisable nature of our furniture, showing how pieces could be adjusted to suit different spaces and needs. This, combined with a consistent visual identity and thoughtfully styled product photography, reflected the quality, care, and flexibility that set us apart.
Content Examples
Content Objective:
Content that reflected our team’s deep understanding of interior design and materials, brought to life through expert tips and curated moodboards.
Supporting Copy:
Neutrals don't have to be boring. Experiment with textures and different materials like boucle and marble to add luxury and interest to your space. Green and pink are the perfect pair. Team shades of coral and blush with soft greens and natural textures for the ultimate romantic vibe. When using floral prints, keep the base of your room neutral and pair with contrasting textures such as boucle, leather or suede.
Content Objective:
Showcasing the versatile, customisable nature of our furniture — illustrating how each piece can be tailored to suit different spaces with materials and shapes.
Supporting Copy:
Pair light wood with warm neutrals for the perfect Scandinavian aesthetic 😍 Walnut tones pair perfectly with Harlowe Lorikeet by @warwickfabricsnz. 100% cotton and suitable for heavy domestic use, the bright, painterly pattern will add texture and fun to any piece! 🦜
Content Objective:
To build brand awareness by showcasing the quality and craftsmanship behind every piece — proudly New Zealand made, with a deep understanding of design, materials, and customisation.
Supporting Copy:
Proudly NZ made, beautifully crafted, and designed to last. Each piece reflects our love for quality materials, expert design, and custom details made just for you.
Content Objective:
Highlight the fabric and colour customisation available for a single sofa design, reinforcing the brand’s focus on adaptable, made-to-order pieces.
Supporting Copy:
Looking for a sofa or upholstered piece in your home but can't quite find what you are looking for? With our designs, you can customise your choice of foam, fabric, legs and detailing to make the perfect piece for you!
Content Objective:
Feature carousel posts that highlight the customisable details of our furniture range. These posts will showcase the flexibility of design and the ability to tailor each piece to suit individual spaces and preferences.
Supporting Copy:
Do you like a softer sit? Ask our experts today about what is going to suit you best!
Content Objective:
The objective is to showcase Alfred St sofas in a range of fabric options, paired with imagery that reflects the aesthetic and mood of each style. This content will demonstrate our expertise in interiors and ability to curate cohesive, design-led spaces.
Supporting Copy:
We love creating unique pieces, and the beauty Alfred St is that you can be your own designer and create something that nobody else has. Choose your style, combination, fabric, legs and foams - then add special details like piping, buttons and even measurements.