With The Modern Vic’s brand voice fully formed, the next challenge was bringing it to life on social media and turning it into a strong component of their lead-generating arsenal. For Founder and Principal Designer, Sarah Stern-Benoit, Instagram was the place to bring her vision into reality.
From the beginning, Sarah made it clear that she didn’t just want strategy that lived on paper. She wanted something actionable. Something she could use.
The second phase of our work together focused on The Modern Vic’s social media strategy. The intention was to build a system for communication that felt aligned, clear, and sustainable, and more importantly, reached those who were looking for a design studio like The Modern Vic.
Strategy into System:
Social Media for The Modern Vic
Understanding the Space to
Define a Voice
The first stage of our branding collaboration with The Modern Vic was a detailed questionnaire designed to uncover the heart of the brand. We explored their values, mission, background, ideal clients, competitors, and Sarah’s personal insights into her industry. Through in-depth discussions, we refined these foundational elements, drawing out key themes that would shape the brand’s identity.
Using the knowledge gained during this information-finding phase, we developed a deep understanding of the ethos behind The Modern Vic, as well as the motives, goals, and vision that drive their work.
Clarity Through Contrast
Interior design is a visually crowded space on social media. With constant pressure to stay on top of trends, chase broad audiences, and default to overused messaging, many design accounts start to look and sound the same.
To cut through that noise, we conducted a full audit of The Modern Vic’s existing Instagram presence, alongside a competitive analysis of peers and industry leaders. This helped us identify where The Modern Vic could stand out, not by chasing trends but by leaning into what felt unique and resonant.
We weren’t looking for what was trending. We were looking for what mattered to her audience, the people already looking for a design studio like The Modern Vic, who would respond to its layered, intentional approach.
That became the foundation of our content strategy: a way to translate the thoughtful, distinctive personality of The Modern Vic into content that would resonate with the right audience while staying rooted in the brand we had already built.
Structure With Purpose
The outcome of this phase was a custom social media strategy guide tailored to The Modern Vic. Before finalizing it, we reviewed the framework together to ensure everything felt true to the brand and genuinely usable. It was important that Sarah not only understood the reasoning but also felt confident stepping into it.
The guide included a breakdown of content pillars rooted in her messaging, a flexible content calendar, and thoughtful guidance on post types, visual direction, caption tone, and audience engagement. It offered structure without rigidity, and intention without overwhelm.
This wasn’t a plug-and-play template. It was a tailored system designed to meet The Modern Vic where they were, with clear, actionable tools to help them show up with consistency, clarity, and voice.
From Uncertain to Clear
When we began this phase of the work, The Modern Vic had a clearly defined brand, but translating that into a social media presence felt murky. Like many founders, Sarah had strong instincts but lacked a structure to translate them into consistent, confident communication.
That began to shift. With a clear framework in place, Sarah no longer had to guess at what to post or how to sound. The brand wasn’t just something we had defined, it became something she put into practice on social media.
By the end of this phase, The Modern Vic had a strategy it could actually use, and more importantly, the confidence to communicate its work in a way that felt both natural and intentional.
As Sarah put it, “I felt so much more comfortable with social media after Kit Friday Consulting demystified how to express myself and my brand, particularly on Instagram. I am now posting regularly without fear and with the confidence that I’m reaching my target clients with my best foot forward.”
With The Modern Vic’s content reflecting the clarity and thoughtfulness the brand was built on, it started to perform that way, too, bringing in a steady stream of targeted leads and new clients.
Stay tuned! In Part III of this case study, we’ll take you behind the scenes of how this strategy came to life through collaborative coaching, ongoing feedback, and the real-time evolution of The Modern Vic’s content.
If you’re just joining us, catch up on Part I, where we uncovered the challenges and set the stage for transformation.