VELOUR LIVE MUSIC GALLERY | SOCIAL MEDIA CAPSTONE
TURNING A VENUE INTO A DIGITAL DESTINATION.
For this capstone project, I developed a hypothetical 12-week social media strategy for Velour Live Music Gallery focused on strengthening its digital identity, improving content consistency, and connecting audiences with live music experiences.
Building The Social Strategy
01
AUDIENCE STRATEGY
Analyzed Velour’s existing social presence, audience behavior, and competitive landscape to identify opportunities for stronger positioning and content.
02
BRAND DIRECTION
Developed a proposed visual and messaging direction designed to create a more recognizable and consistent identity across Velour’s social presence.
03
CONTENT STRATEGY
Built a hypothetical 12-week content framework around four content pillars designed to support discovery, community engagement, and event promotion.
12 WEEKS
Content Strategy
4
Projected Leads
3+
Social Platforms
1
Cohesive Brand Direction
From Strategy to Execution
EVENT PROMOTION
Developed event-focused creative designed to communicate essential details quickly while maintaining Velour’s proposed visual identity.
ARTIST DISCOVERY
Created artist-focused content concepts designed to introduce performers, build anticipation, and strengthen Velour’s role in local music discovery.
COMMUNITY STORYTELLING
Developed community-driven content concepts that spotlight artists and experiences beyond individual event announcements.
FINDING THE OPPORTUNITY.
I evaluated Velour’s existing social presence alongside competing independent venues to identify gaps in posting consistency, visual identity, audience engagement, and content variety. Those insights established the foundation for the proposed strategy.
CREATING A RECOGNIZABLE IDENTITY.
I developed a proposed visual direction around a moody, vintage-inspired aesthetic designed to reflect Velour’s intimate live-music experience while creating greater consistency across social content.
BUILDING A REPEATABLE CONTENT SYSTEM.
I organized the proposed strategy around four content pillars, giving Velour a repeatable framework for balancing artist discovery, venue storytelling, event promotion, and community-focused content.
BUILDING COMMUNITY THROUGH CONTENT.
CONTENT PILLARS
Four proposed content pillars created a repeatable structure for balancing promotion, storytelling, discovery, and community engagement.
PLATFORM CONSISTENCY
A unified visual and messaging direction was designed to make Velour more recognizable while allowing content to adapt across social platforms.
EVENT DISCOVERY
Content concepts connected artist storytelling and venue identity with clear event information, creating more opportunities to move audiences from discovery toward attendance.
MORE THAN EVENT PROMOTION.
This capstone project strengthened my understanding of how social media can build a community around a physical experience. By combining audience insight, brand direction, content pillars, and event-focused creative, I developed a hypothetical strategy designed to make Velour’s digital presence feel as distinctive as the venue itself.