Overview

Led the creative direction and LinkedIn design system for Limestone Advisory Group and one of its senior finance professionals. Built a consistent content framework across both the company page and executive profile, covering content themes, creative copy, visual design, and overall brand presence.

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The work went beyond making posts. It was about defining how the firm shows up online - how it speaks, what it highlights, and how it builds trust.

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Using Adobe Photoshop and Illustrator, I developed a repeatable content system that kept both channels active, recognizable, and aligned. The approach balanced professional credibility with a more human point of view, helping the brand feel approachable without losing its finance-first identity.

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Creative Strategy & Content

Content was shaped around real moments from the business, such as conferences, client meetings, market conversations, and everyday work. Rather than treating LinkedIn as a stream of updates, I approached it as an editorial platform built around relationships and long-term visibility.

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Photography from events and internal environments became an important storytelling asset. These images helped ground the content in real experiences and gave both pages a more authentic voice.

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I wrote captions, calls-to-action, and text-on-screen with a tone that reflected how finance professionals actually communicate: direct, thoughtful, and easy to understand. The goal was simple. Keep it professional, but never distant.