Case 03Expert brand / Relaunch

Katia Pozniak — relaunching an expert profile after a long pause.

A multi-month relaunch that rebuilt positioning, profile packaging, visual direction and a sustainable publishing rhythm after almost a year of inactivity.

ServiceStrategy, positioning, content planning, editing, social design and analytics

NicheFinancial expert / personal brand

PeriodMulti-month collaboration

MarketKyiv, Ukraine / financial expertise

The request

Turn strong financial expertise into a clear public presence and restart consistent publishing.

The response

Rebuilt the foundations: clarified the offer, changed the bio immediately, created the content and visual system, then supported regular expert-led publishing.

How the work moved

The stages behind the outcome.

01
Position
Defined the expert territory: a 360° view of business finances, not isolated bookkeeping advice.
02
Package
Rewrote the profile entry point and changed the bio immediately so the offer and next step were clearer.
03
Plan
Translated the strategy into audience portraits, content pillars, rubrics and a practical action plan.
04
Produce
Created posts, carousels, Stories and edited videos with a consistent blue-led visual language.
05
Learn
Read the first-month Insights snapshot and used the response to decide what to develop next.

Verified result

What changed in the measured period.

+1,243.4%reach vs Instagram comparison period

Platform evidence

Katia Pozniak Instagram Insights before the relaunch — Before / 25 Dec–25 Jan Insights overview before the relaunch.

Katia Pozniak Instagram Insights after the relaunch — After / 20 Jan–18 Feb Insights showing 21,627 views and 1,021 accounts reached.

The strategy

A financial expert positioned around the whole business picture.

This was a complete three-month SMM strategy developed by Nataliia around the client’s Instagram goals: grow the profile to 850 followers and increase targeted financial-support and consultation enquiries by 30 April 2025. The pages below are selected parts of the full strategy — positioning, audience, visual communication and implementation plan — with private links and contact details omitted.

Cover of the complete three-month Katia Pozniak SMM strategy — Complete three-month strategy / developed around the client’s goals.

Katia Pozniak strategy page defining the client goals — Goals / measurable direction for the three-month plan.

Katia Pozniak strategy page defining the positioning and unique expertise — Positioning / a 360° view of finances and business.

Katia Pozniak strategy page outlining target audience segments — Audience / three entrepreneur and small-business segments.

Instagram audit / the starting point before implementation.

Katia Pozniak strategy page defining tone of voice — Tone of voice / practical communication principles.

Katia Pozniak strategy page outlining visual communication — Visual communication / content jobs and the direction they share.

Katia Pozniak strategy page defining colours typography and graphic elements — Design system / colour, typography and repeatable graphic elements.

Katia Pozniak strategy page defining content rubrics — Rubricator / repeatable content directions for the expert brand.

Katia Pozniak strategy page outlining the implementation plan — Action plan / from profile repackaging to regular publishing and review.

Katia Pozniak strategy page 11 from the developed SMM strategy — Strategy page 11 / a selected page from the working strategy developed for the expert brand.

Katia Pozniak strategy page 12 from the developed SMM strategy — Strategy page 12 / a selected page from the working strategy developed for the expert brand.

Katia Pozniak strategy page 13 from the developed SMM strategy — Strategy page 13 / a selected page from the working strategy developed for the expert brand.

Katia Pozniak strategy page 14 from the developed SMM strategy — Strategy page 14 / a selected page from the working strategy developed for the expert brand.

Katia Pozniak strategy page 15 from the developed SMM strategy — Strategy page 15 / a selected page from the working strategy developed for the expert brand.

Before → after

A clearer profile, feed and content system.

The visual change was a system, not one isolated tile: the feed became easier to scan, while the profile entry point moved from a broad category to a clearer promise, responsibility and direct next step.

Transformation 01

Before → after