Starboard Card · Social Media Design
Alongside product design work on the Starboard Card platform, I've run the social media content design for the brand since 2023, producing the Instagram, Facebook and LinkedIn posts that keep the brand visible and consistent across the superyacht industry.
Starboard Card serves the superyacht industry, a world built on brokerage listings, yacht shows, launches and events, where visual presentation carries a lot of weight. Working closely with the Chief Marketing Officer, I produced the ongoing library of social media content that keeps Starboard Card present and consistent across Instagram, Facebook and LinkedIn.
This isn't a one-off campaign but a continuous design process. Every month brings a new set of posts covering yacht show announcements, industry news, product updates and company culture, all of these need to look unmistakably "Starboard" regardless of the subject.
To keep output consistent at the pace social media demands, I designed and maintain a set of InDesign templates covering the recurring post types: single-image announcements, multi-image carousels and Instagram Stories. Each template carries the brand's typography, colour system and the Starboard logo, so a new post starts from a consistent foundation rather than a blank page.
Posts are built in InDesign, with photo retouching, colour correction and compositing done in Photoshop where the source photography needs it, before being exported to the exact dimensions each platform requires.
The core Instagram format runs at 1080×1350px, the platform's tallest supported feed ratio, chosen to give each post as much visual presence as possible while scrolling. The same creative is then reformatted to 1080×1080px for Facebook and LinkedIn, whose feeds don't support the taller Instagram ratio.
Content is planned against a social media schedule maintained by the marketing team, who set out what's happening across the month, yacht shows, launches, awards, industry dates, ahead of time. I worked through that schedule post by post, designing each asset and linking the finished file back into the schedule against its slot.
From there, marketing reviews what's been produced. If a post needed amending, notes came back and I revised it. If it's approved as is, marketing takes it forward and schedules it to publish across Instagram, Facebook and LinkedIn. That loop, schedule, design, review, publish, repeats every month and keeps the design work tightly linked to what the business actually needs to say.
A consistent visual identity maintained across Instagram, Facebook and LinkedIn over multiple years, regardless of who's covering a given month's content.
A reusable InDesign template system that made monthly turnaround fast and predictable, rather than starting each post from scratch.
A smooth working relationship with the CMO and marketing team, with a clear schedule-design-review loop that scales month to month.
A well-built template system doesn't make the work generic, it protects consistency while freeing up time to focus on what actually changes post to post: the photography, the message, the moment.
Planning for the Instagram, Facebook and LinkedIn crop from the start avoided awkward last-minute reworking, and made the 1080×1080px adaptation a quick step rather than a redesign.
Unlike a single project with a defined end, recurring content lives or dies by process. The shared schedule with marketing is what makes a monthly, indefinite deliverable manageable.
Shown as they'd appear scrolling the feed. Click any image to view full size.
