HiRoad Social Media
Designing for social media is a crucial part of any B2C brand strategy, serving as a direct channel to engage audiences, build awareness, communicate key messages, and reinforce brand values. For a mission-driven brand like HiRoad, social media plays a key role in connecting with Mindful Mobilities—customers who prioritize self-growth, community, and positive actions. Each post is an opportunity to strengthen HiRoad’s mission of rewarding mindful behavior while delivering educational, uplifting, and product-focused content.
My Role
Since joining the HiRoad team in 2021, I’ve designed 46 HiRoad Instagram posts. My role involved ideating, designing, and producing visuals across various content categories, including insurance education, product updates, blogs, terminology breakdowns, and inspirational messaging. This work required balancing HiRoad’s evolving brand identity with social best practices, ensuring each post was both engaging and consistent across platforms.
Beyond Instagram, I also designed content for LinkedIn and Pinterest, helping to create a cohesive, visually compelling presence across channels. This work blended creative storytelling with clear, digestible visuals to drive both brand affinity and product awareness.
Social Media Impact
2022
• We launched a program to increase content production with the goal of maintaining quality, which saw us create and publish 132% more content on social media in 2022 than we did in 2021.
• We surpassed 2021 results with 9.6k clicks through to HiRoad.com from organic social and a 5.62% engagement rate.
• We launched a program to increase content production with the goal of maintaining quality, which saw us create and publish 132% more content on social media in 2022 than we did in 2021.
• We surpassed 2021 results with 9.6k clicks through to HiRoad.com from organic social and a 5.62% engagement rate.
2023
Instagram Post Impressions:
• EOY Target: 9,196 | YTD Results: 12,259
Instagram Post Engagements:
• EOY Target: 456 | YTD Results: 745
Instagram Engagement Rate:
• EOY Target: 4.6% | YTD Results: 5.7%
Instagram Post Impressions:
• EOY Target: 9,196 | YTD Results: 12,259
Instagram Post Engagements:
• EOY Target: 456 | YTD Results: 745
Instagram Engagement Rate:
• EOY Target: 4.6% | YTD Results: 5.7%
Sample design process and application for Blog:
Blog: Why should I engage with the HiRoad app? Aug 5, 2024
Overview
Since its launch in 2018, the HiRoad blog has grown alongside the company, evolving to provide engaging content that blends insurance education, lifestyle tips, community outreach, and product insights in a fun and digestible way. Customers can expect to see content 1-2 times per month.
Final design
The HiRoad blog has always been a rewarding project, thanks to its fantastic writing. Below is my typical design process when creating visuals for the blog:
1. Receive the brief and blog copy.
2. Review the blog content and brief. I read both thoroughly, noting timelines, deliverables, and any special requests.
3. Collaborate with the copywriter. I hold a 1:1 meeting to align on the article’s key focus and highlights.
4. Ideation. I brainstorm and sketch multiple ideas, narrowing down 3-4 concepts to develop into digital roughs. This may include photography concepts as well.
5. Review with my art director. I present the rough concepts for feedback and adjustments.
6. Finalize designs. I refine 3-4 designs in Figma, ensuring all elements fit well and align with the intended message.
7. Prepare final assets. Once a design is chosen, I adapt it for all required formats, including the blog hero image, Instagram, Pinterest, newsletter, and other requests.
8. Delivery. I upload the final assets to the ticket, notify relevant team members, and add copies to our shared Figma file and drive folders for easy access.
This process ensures each design effectively complements the engaging content of the HiRoad blog.
Sample work flow and application for Apple App Store/ Google Play:
Testimonials + Product pages
Overview
Feedback from Apple store reviewers advised that we add additional product screenshots to better highlight our apps functionality and capabilities in order to continue to release app updates moving forward.
This design request aimed to create 3-5 new images for the Apple App Store and Google Play that complemented the existing visuals while highlighting additional product functionality. The new images were suggested to mirror the format and branding of the current shots to ensure consistency.
Final designs
To maintain consistency and quality, I redesigned all visual assets for the Apple App store and Google Play, pairing updated product screens with HiRoad's recently updated illustration style. This was a great opportunity to showcase HiRoad's new visual identity and align our brand touch points.
Sample design process and application for insurance education:
Instagram: HiRoad 101 series
Goal
To engage and educate customers about insurance and safe driving in an easy and memorable way.
Final designs
This social media series was originally designed to be static stock photography but with additional consideration and an opportunity to incorporate our new illustration style and tone of voice it was quickly pivoted. I used this opportunity to also recommend adding simple animation to our illustrations. Adding animation to an illustration enhances a design by introducing engagement and storytelling. Motion can draw the viewer's eye, guide attention to key elements, and create a more immersive experience. It helps communicate ideas more effectively by illustrating processes, emotions, or interactions in ways static visuals can’t. Additionally, motion can add personality to a design, making it feel more lively, relatable, and memorable.
