Willow Cafe

Willow Café is a community-focused local business nestled in Balmoral, Brisbane. My role there spans content creation, social media management, and general design support.

On the social media side, I manage the café’s Instagram presence, developing a consistent visual language across still photography, short-form video, Stories, and illustrated content. This involves planning and scheduling posts, writing captions tailored to the platform, and producing content that feels genuine to the café’s warm, community-driven identity. I also shoot and edit short-form video for Reels and TikTok, with an emphasis on atmosphere and storytelling over polished production. 

Took over social media management in February 2026, inheriting an account at ~3,000 followers. Spent the first four weeks collaborating with the founder to define content pillars and build an organic strategy. On March 19, the first breakout Reel hit 111K+ views, driving sustained growth that doubled the account's following to nearly 6,000 within five months.@willowcafebalmoral

Fig.1 beginning engagement on the most viral reel.

Fig.2 more statistics about the most viral reel.

Fig.3 Second most viral reel statistics.

Fig.4 Recent viral reel that implements a trending audio.

Currently maintaining a consistent three-post-per-week cadence, using performance data to iterate on content formats and identify what resonates. Also building out an influencer outreach program to extend organic reach. Managing the full pipeline from roster curation through to brief and execution.

Beyond digital content, I’ve taken on a range of design briefs for the café. One project involved designing a series of T-shirts to be sold in-store. The brief called for something leafy, green, and natural, while also leaving room for a more abstract interpretation. 

Another project I’m particularly proud of is a series of staff illustrations. Each piece was created to celebrate an individual team member- capturing their personality, their strengths, and the unique way they contribute to the business. Willow Café has a strong ethos around uplifting the people within its community. Developing a visual approach that felt cohesive across the series while still honouring each person individually was one of the more meaningful creative journeys I’ve had in a professional context.