Social Media Content Creation for the Travel Fellow Mobile App

In late 2020, the founders of the Ukrainian startup Travel Fellow — a mobile app for independent travel around Ukrainian cities — reached out to me. The team was preparing the product for market launch and needed a specialist to take charge of the content and media side of the rollout.

I faced a comprehensive task: to build the new app’s social media presence from scratch, develop a recognizable visual style, prepare the channels for advertising campaigns, and secure media coverage of the product in Ukrainian outlets. Essentially, the goal was to introduce an app the market didn’t yet know to its target audience and build initial awareness around it even before release.

Project objectives:

• develop an original visual communication style and create unique design illustrations for social media and the press;
• prepare the Facebook and Instagram pages for the launch of advertising campaigns;
• establish the new Ukrainian app’s presence across traditional and new media.

Visual communication

I built the design solution around the app’s three brand colors, and chose collages as the key technique for laying out posts, which gave the visual style its recognizability. Instagram carousels were used for content about interesting locations in Ukrainian cities, while a separate series of posts and stories presented the app itself and its benefits for users.

Adapting the content

The app rolled out gradually — in different cities and at short intervals. This required regularly reworking the content matrix and adapting it to new updates. In parallel, I promoted information about the app’s availability in specific regions through regional communities and local pages, targeting the local audience.

Working with the media

To publicize the app, I prepared and distributed press releases and built a media database. Information about the new Ukrainian app drew the interest of key local and nationwide outlets — resulting in 87 media features in total.