Social Media Strategy & Design refresh, The Healthy Selfie Doctor

Dr Susie Davies is a GP and Digital Wellbeing Coach, known on instagram as the ‘Heathy Selfie Doctor’. She is the author of The Healthy Selfie published in November 2024.

I started working with Susie in June 2023. She wanted to grow her presence on Instagram to promote healthy values and good mental health in teenagers and young people (up to their early 20s) who were engaging regularly with the digital world and social media. Core to this was sharing principles, ideas and content from her then yet-to-be published book, The Healthy Selfie, furthering her mission and raising the book’s profile in order to connect with agents and potential publishers.

Having talked strategy, we then discussed ways that she could refresh the design of her social media posts to appeal more closely to her target demographic. For this she needed to create more standout within the crowded space of health and wellbeing. Focusing on extending her reach, the designs I did refreshed the look and feel of single posts, carousels and reels; which she could then adapt and incorporate into her existing social media content.

Single posts with Quotes

Acknowledging the existing designs; I simplified the elements which were feeling crowded, and sharpened up the design to create a more recognisable motif associated with The Healthy Selfie Doctor’s content. Two executions, with and without an image.

Carousel posts and reels with Book Excerpts

Using the same elements from the previous posts I adapted them to carry longer excerpts and ideas from the book in the form of carousels and reels. With additional elements to promote engagement through to the end of the content. The background that the background referenced the brand value of mental wellbeing and healing that comes through spending time in nature, inspiring a connection with the outdoors rather than social media and screen time.