Culture HustlersThe starving artist is a myth, and Culture Hustlers is the proof, but too few creatives knew it existed. I built the Instagram system that put it in front of them.
My Role
Strategist, designer, art director and account manager
Team
Worked Directly with Culture Hustlers Founder, Lucas Spivey
Credits
Strategy, design, art direction and account management: Destiny Washington
Client: Culture Hustlers
Client
Culture Hustlers
Dates
June 2020 - Feb 2021
Type of Project
Client Work, Contract (Laurice Creative)
The brief
-
Too few creatives knew the program existed, and its Instagram pulled in three directions.
-
Built an Instagram system on real creators' true stories: six post types and a daily rhythm.
-
+72% follower growth, 4.6% engagement and 10.9% virality over the engagement.
BEFore
after
“Let true stories
do the talking.”
Challenge
Culture Hustlers is an online school and mobile artist incubator for creatives: “Building businesses. Powering creatives.” The challenge was awareness: getting creatives to know the program existed. Meanwhile the Instagram bounced between incubator photos, self-employment memes and inspirational quotes, with no posting rhythm and an outdated look.
Insight
Three groups were searching for the same thing: moonlighters and side hustlers, recent grads with no business education, and people who had swallowed the starving-artist myth. They want something between starving artist and sell out, and they trust working creatives more than professors.
Idea & System
Every post features a real creator, and every quote comes from real experience, in the language of studios and streets, with no jargon. Six post types worked together: illustrated quotes, illustrated questions, cohort profiles, guest and exhibitor profiles, video shorts and IGTV. The rhythm was two posts and 5–10 stories a day, weekly themes (Mobile Monday, Humpday Hustle, Throwback Thursday, Support Saturday) and a cohort application push every four months.
RESULTS
Follower and profile growth, June 2020 to February 2021
+72%
1
Average engagement rate.
4.6%
2
Virality rate.