Gleba SM Strategy
When I first joined Gleba, the brand’s communication was heavily product-focused, with little narrative or emotional connection. Over the first three months, I explored how simple top-shot images could tell a story and create engagement — but it quickly became clear that this wasn’t the long-term direction we wanted.
Together, we redefined Gleba’s brand strategy, focusing on what truly sets it apart: its people. From the team and CEO to longtime customers and local partners, Gleba is shaped by the community that naturally formed around it. We began highlighting stories from restaurants, loyal clients, and our suppliers, embracing the authentic relationships that make the brand unique.
This new approach launched with a message from the CEO for Gleba’s 7th anniversary, and quickly gained momentum. Collaborations with spaces like Tricky’s and Cultiva, and activations with Cerveja MUSA and Studio Rise, helped build that momentum.
The impact was clear: in December 2023, Gleba had around 30K Instagram followers. By September 2024, that number had grown to over 50K, reflecting not just numbers, but a deeper, more connected audience.
Gleba’s SM
Creative Direction & Strategy
August 2023 - November 2024
Creative Direction & Strategy
August 2023 - November 2024
Photos produced for Gleba’s previous social media strategy, developed and shared between August and November 2023.
Photos produced for Gleba’s current social media strategy, developed and shared between November 2023 and October 2024.