Creative Direction: The design concept is minimal and easy to follow for journaling beginners. Its contents include prompts for different situations and allow writers to express their moods and practice gratitude. Unlike other journals, it does not require a dated commitment and instead, encourages the writing habit. We built an online community with bold, positive language and a lifestyle aesthetic, featuring the journal in various settings where the target customer would envision themselves.

Social Media: With no marketing budget, social media is used to promote the journal through organic content. The content strategy included resourceful and lifestyle video reels and static carousel posts appealing to a young target audience looking to improve their self-care journey. This resulted in journal sales purely through organic social media marketing on platforms like Instagram, Pinterest, and TikTok.