INTRODUCING:
Mint SL
Mint SL is an interior design-focused company and the Korean partner for St. Louis (crystal lighting) and Métaphores (luxury textiles)- both part of the Hermès group. As the Media Director Intern, my task was to curate promotional material through photography and videography, craft posts for Instagram, and differentiate the two brands’ social media presence.
My work also involved collaborating with executives and clients from Korea, France, Hong Kong, and the Middle East, requiring marketing decisions that remained consistent with each luxury brand's heritage while appealing to different cultural audiences.
challenge
My primary challenge was to differentiate each brand whilst keeping a visually harmonious Instagram feed for Mint SL as a sole company.
process
To create a cohesive social media presence without sacrificing each brand's unique identity, I first researched the heritage, target audience, product positioning, and visual language of each brand represented by Mint SL.
outcome
before
The initial photos lacked organization. There were posts without any captions, much less in multiple languages. From the interior based photos, it was difficult to identify which brand the post featured. The coloring and filters also contrasted to each brand’s overall visual identity.
outcome
after
While launching the new collection “Les Bains” to the Korean public, I effectively developed a template of differentiating the two brands, and appealing to both global and local audiences.
Alongside photographing showrooms and creating layouts of Instagram posts, I utilized features like tags, mentions, and translated information for all content.
