celium

A new writer-run literary ecosystem finding shape and online space.

 

Roles: Brand Strategist & Content Strategist

Collaborators: Callum Angus and Verena Rabin

Deliverables: Branding Recommendations, Audience Insights and Participant Journeys, Unique Differentiators, Content/Web Strategy, Squarespace Website, SEO

Hand-drawn diagram with the word 'celium' at the center. Surrounding it are labels 'purpose,' 'about,' 'classes,' 'habitats,' 'contact,' 'workshop' in yellow cursive, and lines pointing outward, resembling a sunburst pattern.

Strategy

 

The Challenge

As a new literary ecosystem, celium needed to define itself clearly while leaving space to evolve. It needed to hone in on its ideal audiences and create pathways for participation. All while finding a visual identity and making an online space.

Discoveries & Creations

  • Differentiators grown from organizational values to strengthen ethical alignment and integrity.

  • Content strategy for a less hierarchical website that encourages more wandering exploration while also making it easy for visitors to get where they need to go.

  • Audience profiles focusing on specific participant needs, goals, and mindsets leading to clear participant pathways helping to guide celium discovery and engagement.

  • Human-focused, none-salesy SEO to help participants find celium online.

A hand-drawn illustration of an lichen laptop on a green background. Words read "habitat" and provide a definition "the natural environment in which an organism grows, thrives, and builds its home."
Text reading 'celium is a literary net, a creative ecosystem' with simple, black, continuous line drawings of tangled lines surrounding the text on a pale yellow background.

Strategy to Creative

Strategy took shape in the form of a strategy deck outlining unique differentiators, audience insights, and participant pathways, all used to inform content strategy and site structure for celium’s online space.

A graphic design with four columns titled Mutualism, Slow Growth, Multiplicity, Roots, each with descriptive text, against an olive green background. A hand drawn lichen image at the bottom.
An audience profile for 'The Scientist Artist' with a hand drawn lichen illustration at the left.
Venn diagram titled 'Audience Overlaps' illustrating three groups: Scientist Artist, Nonconformer, and Queer DIY Writer, with overlaps showing shared characteristics and motivations.
Slide titled 'Participant Journey' illustrating five stages: Discovery, Curiosity, Engagement, Community, Expansion, each with descriptions and example activities.