The Art of Building a Lifestyle Brand: Creating a 360° Content Strategy with Inside Then Out
Brand Overview:
Inside Then Out is more than just a journaling brand; it's a lifestyle centered around self-reflection and intentional living. While the best-selling 'Better Every Day' journal has already made an impact on consumers, the challenge lies in translating the intimate act of journaling into a compelling brand and creative marketing strategy.
Client
Inside Then Out
Role
Creative Strategy
Creating a Culture of Checking in with Yourself
Collaborating closer with founder Nya Jones, we’re delving deeper to uncover the true essence of the brand and culture we want to create. Together, we’re aiming to articulate a unique visual and messaging pillars that go beyond traditional journaling products. The goal is to create a content strategy that captures the lifestyle Inside Then Out promotes - one where daily check-ins and self-awareness are seamlessly integrated into everyday life.
We’re creating an outside-of-the-box approach to content strategy, as there is no established playbook for showcasing journaling as a lifestyle. Our focus is on developing creative outputs that evoke the feeling of living in the present, moving beyond traditional product imagery to illustrate how Inside Then Out fits into and enhances users' daily lives.
Creating the Inside Then Out World
We’re building an Inside Then Out world that people want to be part of—an all-encompassing strategy that touches every aspect of the brand. From voice to visuals, we’re focused on creating genuine connections and making wellness feel effortless and welcoming. Our 360° marketing strategy covers:
Brand Voice & Identity: Defining how ITO sounds and feels.
Social Media & Platform Strategy: Engaging content that builds a community where checking in is routine.
Newsletter & Email Engagement: Consistent touchpoints that provide value and encourage self-reflection.
SMS Strategy: Creating personalized messaging that helps to make the ITO experience even more intimate.
Product Messaging & Positioning: Telling a cohesive story that resonates, beyond just the products.
Advertising & Partnerships: Expanding reach while staying true to our mission.
Content Creation: Creating consistent visuals and messages that make wellness feel simple and practical.
Creative Feedback & Team Collaboration: A dynamic, thoughtful process to ensure the brand grows and evolves while staying true to its founding values and purpose.
Together, our goal is for these pieces to create a cohesive brand that’s exciting, relatable, and easy for people to engage with daily.
