Wroffer

Brand Guide

Campaign behavior

Social Media Guide

Wroffer social content should feel like a calm, encouraging guide in public, not another loud fitness account fighting for attention.

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Wordmark behavior, clear space, and gentle brand presence.

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Content pillars

Content pillars

The strongest content repeatedly reflects real life, introduces a manageable habit, and closes with a gentle invitation to begin.

What to post repeatedly

  • Real-life consistency struggles and the emotional reality behind them
  • The 150 Minutes Fitness Circle as a practical weekly anchor
  • Supportive education around routines, recovery, and self-care
  • Progress stories that celebrate showing up rather than chasing perfection
  • Community cues that make women feel safe, seen, and included

Channel feeling

Think soft, practical wellness content shaped by a disciplined brand system. It should feel encouraging, not chaotic.

Visual direction

Campaign direction

Campaigns should prioritize real women, home settings, natural light, and calm expressions. The creative language should feel lived-in and trustworthy rather than aspirational in a distant way.

Static square creatives

Use one dominant thought, one calm supporting statement, and one low-pressure CTA. Avoid cluttered badge stacks.

Carousel education

Break routines into simple, supportive steps: pressure, reset, habit, benefit, action.

Reels and motion

Use real women, home environments, and natural light. Keep pacing calm, relatable, and clear.

Caption system

Caption system

Short-form messaging should remain disciplined. The copy should always serve emotional resonance, practical benefit, and gentle action.

Caption formula

  • Open with a relatable emotional truth or consistency challenge.
  • Add one practical benefit such as more energy, better routine, or less pressure.
  • Close with a simple next action like start small, try this today, or join the circle.

Example caption

You do a lot for everyone else. Your routine does not need to start with perfection. Just 150 minutes a week can help you feel stronger, steadier, and more like yourself again. Start small. Stay consistent.

Guardrails

Guardrails

Social should stay recognizably connected to the brand guide. Once it becomes louder and more performative than the rest of the system, trust begins to erode.

Do not make the brand sound like a transformation challenge account.

Do not overload creatives with too many fonts, stickers, or loud promotional banners.

Do not turn every post into a before-after performance claim.

Do not lose the calm, safe-space feeling in pursuit of engagement.

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