Engaged. Connected. Empowered.
Social Media Collective PHL
Social Media Collective PHL is a respected year-round membership organization and co-mentoring program providing best-in-class resources to anyone working in social media and digital marketing.
Formerly known as Social Media Day PHL, the organization sought to expand beyond its single-day event and evolve into a brand that reflected modern, tech-forward sensibilities while staying approachable to both beginners and industry leaders. Leading my team at Athena, we explored a range of names and visual directions before landing on an energizing, interactive identity that embodies their “always on” mentality — launched at their 2025 annual conference at the Ralph J. Roberts Forum in the Comcast Technology Center.
Role
Creative Director & Lead Designer
Created at Athena
Deliverables
Brand Strategy
Visual Identity
Social Media Templates
Event Signage & Merchandise
Website Redesign Concept
Team
Creative Direction: Lindsay Muir
Supporting Design: Lilian Crooks, Mikayla Peles
Copywriting: Adrienne Mauro
Motion Design: Matthew Pete
Event Photography: Courtesy of Ralph J. Roberts Forum, Comcast 2025
An Interactive Shift
The first iteration of Harvi’s website was all over the place — inconsistent typography styles, lack of white space and an overabundance of content modules. I took initiative to audit the site, working with Harvi’s Brand Manager to streamline the content outlines for every page. From there, I moved onto design, setting up style sheets and implementing a universal spacing system to create better balance and consistency throughout the website. Once we completed our studio and lifestyle photo shoots, we updated imagery throughout to better represent the garden bed and its use cases.
The Photo Shoot
To create an arsenal of imagery to use across digital and print, I planned a three-day photo shoot. I knew we wanted a candid, vibrant mixture of gardening and getting dirty, fun flat lays and clean ecomm product shots. Key aesthetics included natural lighting and embracing selective focus for an in-the-garden, immersive feel. Together with the supporting designer, we curated props, styled planted garden beds and posed talent, ending up with a joyful, approachable variety of photos to help launch the brand. Shoutout to Matt Mahoney, our photographer and lighting specialist, for helping us crush this photo shoot.
Energizing Brand Guide
Once the website went live, we redirected our efforts to building out and maintaining creative across various parts of the business: educating and creating awareness via social media, shooting an instructional video, establishing presentation style and wholesale materials and executing a launch party at a community-based, nonprofit organization in Philadelphia.
“Growing this organization over the last decade—from a one-day conference to a year-round community — has been nothing short of a labor of love. The team at Athena showed up with the same level of dedication and respect as the folks who’ve been behind the brand since day one. Their balance of thoughtfulness and creativity brought our next chapter to life in a way that inspired the entire community.”
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