Citta by CITA
Branding & Digital Marketing
Time: 2022 - present
Role: Founder
Location: Jakarta
THE BRIEF
Objectives
Based on the research, we can now identify the problem and goals of this project.
PROBLEM
Initially, Citta struggled with low traffic, averaging with 2-3 customers per day during off-seasons
There were 3 major issues:
Irrelevant and generic content
Unprofessional, messy feed
Weak hooks on reels and low-quality videos
GOALS
Increase sales traffic and customer base
Strengthen the brand's online presence
Showcase USP and professionalism
USP: Affordable & fully customisable nails
DESIGN PROCESS
How it happened
Curious about how the project evolved over time?
click to reveal
PHASE ONE
Starting out, I was too focused on having design elements (lines, textures, decorative fonts) from the logo rather than visual clarity. This resulted in a messy feed and made it difficult to stay consistent with my design choices.
Post Design
Inconsistent design
Focused more on individual design rather than the whole brand picture.
Didn't capture what mattered
Result pictures were overpowered by design elements.
Reels Tab
Content was too generic
I.e. vlogs & results and had to heavily rely on promotions and ads.
PHASE TWO
I focused more on being relatable to my target audience and started using story-telling. This time, emphasising more on visual clarity rather than individual design to make it more consistent.
Post Design
Simplify and clear feed
Having reels as a majority of the content, thumbnails needed to be clean and compliment the feed.
Inconsistent content plan
Citta needed a content plan that has a clear flow to a call to action of booking & following us.
Reels Tab
Research and find brand niche
Instead of the general beauty enthusiast, our content should be targeting a niche.
REFLECTION
I focused on simplifying the design to ensure that the brand seamlessly complements the results and applied all the insights gathered from each phase to make the new design.
Final Design
High-quality but approachable, these are the two things that are kept in mind for Citta's brand. The typography is a blend of elegance and friendliness while the colors complement various nail designs with accents to symbolise different services (nails, lash, press-ons).
Brand Collaterals
Primary
Didot Bold
Titles
Aa
Secondary
Raleway Family
Sub-Title
Body
Aa
Logo
Primary
Didot Bold
Titles
Secondary
Raleway Family
Sub-Title
Body
Logo
Main
Accent
#F77F95
#67C39D
#FF8E8E
Neutrals
#F9EFE4
#D9C6B5
#7C4B3C
#20191C
Main
#F77F95
Accent
#67C39D
#FF8E8E
Neutrals
#F9EFE4
#D9C6B5
#7C4B3C
#20191C
Before
Important Changes
After analysing competitors and collecting feedback, here are some key findings:
| 1. | Brand Niche: "Hidden Gem for Budget-Conscious Beauty" |
| 2. | Using a familiar and trendy language for an approachable tone |
| 3. | Mixing high quality results with relatable storylines to keep potential customers engaged |
| 4. | Keeping the user flow clear & simple (landing > bio > first impression (feed) > contact (easy access to WhatsApp & Price List)) |
After
After
Important Changes
After analysing competitors and collecting feedback, here are some key findings:
| 1. | Brand Niche: "Hidden Gem for Budget-Conscious Beauty" |
| 2. | Using a familiar and trendy language for an approachable tone |
| 3. | Mixing high quality results with relatable storylines to keep potential customers engaged |
| 4. | Keeping the user flow clear & simple (landing > bio > first impression (feed) > contact (easy access to WhatsApp & Price List)) |
Reels & Short Videos
Our primary way of growth and reach. With the right hooks and nice visuals, our content is now more relatable and valuable with clearer CTAs.
2.3%
Engagement Rate
Humour / Skits
3.2%
Engagement Rate
Trends
5.4%
Engagement Rate
Product Showreel
3.7%
Engagement Rate
Edits
Stories & Posts
With a packed posting schedule, posts and stories are efficiently designed as reusable templates, offering variety within each content pillar.
These templates consistently drive high engagement, with rates ranging from 5-15%
Results
TOTAL SALES
Achieved a steady
124%
sales
increase
Jul 23 vs Jul 24
ENGAGEMENT RATE
Achieved
9.4%
Without ads (last 5 months)
GROWTH
From 500 to
3020
followers
Aug 23 vs Aug 24
MONTHLY REACH
From 33k (with ads) to
65k
accounts
reached
(Without ads)
avg. of Jun-Aug 23 vs Avg. of Jun-Aug 24
TOTAL SALES
Achieved a steady
124%
sales increase
Jul 23 vs Jul 24
GROWTH
From 500 to
3020
organic followers
Aug 23 vs Aug 24
ENGAGEMENT
Achieved
9.4%
engagement rates
(without ads)
Avg. of Mar-Aug 24
MONTHLY REACH
From 33k (with ads) to
65k
accounts reached
(without ads)
avg. of Jun-Aug 23 vs Avg. of Jun-Aug 24