The Founder’s Fund

@Thefoundersfund

March 2018 - May 2018

Current Instagram Feed

Current Instagram Feed

When an initiative accidentally becomes a company

Founders Fund is a social impact tech company and digital accelerator supporting under represented, women-identifying founders during every stage of their journey.

The Founder’s Fund started off as a charity initiative under its parent company Tease Tea, but it slowly turned into something larger than that. When I was still working as a digital marketer for Tease Tea, I was in charge of creating the look, feel, and tone of the Founder Fund’s Instagram presence.

Starting from scratch, I designed the brand colours, researched the Canadian VC industry, and created content that would appeal to all women-identifying people.

Some skills I learned during this period are:

Communication

  • Learning and creating consumer-facing content that would speak to many different demographics, our target audience was any women-identifying entrepreneur

  • Writing sales copy in the form of a PDF one-pager to business-facing clients such as our potential investors and mentors

Creativity

  • Developing the creative look and feel of the Founder’s Fund brand, which elements of are still being used today

  • Producing and curating a feed that highlights the value proposition of the Founder’s Fund

Initial Brand Colours

Initial Brand Colours

 
Initial IG Feed

Initial IG Feed

Other Social Media Content I Created

 
 
 

Highlights

I grew the Founder’s Fund Instagram from 0 followers to 250 followers in less than one month. The initial legwork I did for the Founder’s Fund was instrumental in briefing and training the next person taking over the account, some of the creative elements I used are still being used today on their Instagram feed!

Lessons Learned

There are many things I would’ve done differently if I had the chance to redo Founder’s Fund.

Creativity

  • I would’ve refined the font selection of the Founder’s Fund content to make it look more consistent, find 2 fonts and stick with those

  • While I did like the colours, I would’ve chosen more trendy colour palettes, such as earth tones, pastels and neutrals

Look at the analytics

  • Instagram Analytics would have been side by side with my content strategy if I could get a do-over, I know I could’ve grown the account even more if I had put more time and effort into understanding our audience via the metrics