Eight pillars. One recognizable LinkedIn feed.
We took over Mellon Group's LinkedIn end-to-end — brand kit, content, scheduling, community — and built a visual system anyone on the team can extend without breaking the voice.
The deck thatstarted it all.
The cover page of the LinkedIn brand kit we delivered to Mellon Group of Companies — opening the system we'd spend the year extending into every post.
A legacy IT group operating in 11 countries, with multiple sub-brands and audiences — CIOs, recruits, partners, award juries, ESG stakeholders — all converging on one LinkedIn page. The feed needed structure, not posts.
How we
built it.
Six moves that turned an unbranded feed into a system Mellon's team uses every week. Strategy first, design second, production third — running ever since.
Audit & discovery
We mapped Mellon's full content surface — eight service lines, three sub-brands, audiences from C-level decision makers to graduate recruits to award juries. One feed had to talk to all of them without losing anyone.
Pillar architecture
We split everything into eight content pillars — Solutions, Testimonials, Values, Statistics, Events, General, Careers, ESG. Each pillar has a defined purpose, audience, and tone. The pillar tells you what conversation you're in before the post does.
Visual system
One shape carries the whole brand: the triangle. Solid, outlined, rotated, multiplied. Each pillar gets its own color palette — but they all share the same geometric DNA and Mellon lockup. The feed reads as one brand, not eight.
Brand kit delivery
A 21-page brand kit defining every pillar — palette, triangle behavior, photo treatment, copy hierarchy — in three formats: square for feed, vertical for stories, landscape for banners. Anyone on Mellon's team can pick it up and run.
Content production
Every week we plan the calendar, write the captions, design every post, schedule the queue. The system carries the decisions — pillar, palette, tone, hierarchy — so each post lands native to its conversation without starting from zero.
Community & evolution
We monitor mentions, reply to comments, surface what's working, retire what isn't. The brand kit isn't frozen — it sharpens post by post. New campaigns, new sub-brands, new conference seasons fold in without breaking the language.
The whole system,
on one wall.
across 8 pillars
The eight pillars, lined up.
How the brand kit closes — every pillar's mood, palette, and shape behavior next to each other. Same DNA, eight different conversations.
Pillar palette · color-coded by content intent · click to jump
How each pillar is spec'd — and how it lands in the wild.
A feed that recognizes itself — and a system Mellon's team can keep building, without us in the room.
A growing audience. A recognizable rhythm. A brand language that survives the next campaign, the next sub-brand, the next conference — running every week since 2023, plan / write / design / ship / listen / refine.
— closing page of the brand kit deck
Got a feed that needs a system? We do this every day.