Friends in Cultivation
[Challenges]
Inconsistent marketing approach. Multiple name changes reflect an unclear brand identity: It was Mindful Snowflakes, and then FYPA. Scattered communication channels. Lack of growth strategy. Limited budget.
[Rebranding]
I defined the brand's unique selling point: A self-improvement community centred in traditional values and spiritual principles. The name 'Friends who cultivate' came to mind, followed by 'Friends in Cultivation.' That became the official name of the brand until today.
I also created a full content system based on customers' journey, industry research and insights from past social events.
[About]
An Sydney wellness community hosting local social events and meditation sessions
[My role]
Rebranding. Creating a content system, leading a social media campaign and contributing to growth initiatives. Creating reels and carousels.
[Result]
Boosted the Instagram page reach by 3 times within 3 weeks from a social media campaign—first in the brand's record. Finalised brand name.
[Year]
January 2026
[Collaborations]
I created reels and carousels with ideas driven by the community.
I consulted extensively with different community members to build content ideas and systemise our communication channels. This laid a groundwork for community building and social media scaling.