SILK + SONDER
Silk + Sonder is a wellness journal-meets-planner that is proven to help reduce anxiety, boosting focus and organize your life. Silk + Sonder uses techniques from therapy, personal development research, and positive psychology.
Brand Opportunity
Silk + Sonder needed to evolve from a journaling product into a trusted voice in everyday wellness. The challenge? Cut through the noise with content that didn’t just inspire but actually helped users build better habits, feel supported, and return to the brand again and again.
Audience Insight
Millennial and Gen Z women (20–40) are navigating the intersection of ambition, personal growth, and mental health. They’re looking for tools that support intentional living and provide gentle structure — without feeling like another task or obligation. They want something that feels supportive, soothing, and genuinely empowering.
My Role
✔️ Led creative and content strategy for organic social, owning end-to-end execution from concept through publishing across Instagram, Pinterest, TikTok, and LinkedIn
✔️ Developed and produced all static and video content in-house, weaving together journal prompts, affirmations, and mindset reframes to build a high-impact visual library that boosted engagement and brand affinity
✔️ Shaped a distinct brand voice centered on warmth, self-compassion, and clarity, positioning Silk + Sonder as a daily wellness ritual rather than just a product
✔️ Built evergreen content pillars that supported emotional well-being, habit formation, and personal growth, turning brand values into content that sparked reflection and community connection
Key Performance Highlights
Organic Social
🌟 Drove 250K+ Instagram impressions and maintained a 6% engagement rate, outperforming industry benchmarks and building an active, loyal community
🌟 Boosted Pinterest impressions by +25%, YouTube Shorts views by +40%, and TikTok views by +25% and LinkedIn by 20% in the first 30 days
🌟 Consistently delivered high-performing visual and video content, including reels and journal prompt series that reached 100K+ users and generated strong saves + shares
Organic Social
