Nöz: Designing an Instagram Post

I designed an Instagram post for Nöz and built the social strategy around it, from competitor research to the brand voice I used to answer comments. Nöz is a simulated brand the Global Career Accelerator provides for training, so this was a project build rather than a real account.

The post

I designed the post in Canva for the product photography pillar. I lined up the four neon Nöz sticks on a soft gradient so the colors do most of the selling, then kept the copy short. “SPF that goes where you do” leads, and a single line underneath, “Colorful, reef-safe sun care for every day outside,” explains the product. I wanted a post that reads as a style brand first and a sunscreen second, which is how Nöz wants to show up.

Competitor research

Before designing, I studied @supergoop, a Nöz competitor, and pulled three content pillars from its feed:

• Retail and shopping moments
• Lifestyle and user-generated content
• SPF education

I compared its Instagram and TikTok and found the same themes on both, just more casual and video-first on TikTok. That gave me a map for where my post fit and what the product photography pillar needed to look like to feel at home in the feed.

Brand voice

The project also covered community management. I drafted Nöz replies to comments across TikTok, Instagram, Reddit, X, Facebook and Pinterest, following an escalation plan that decides when a brand should respond. I kept the voice warm and consistent while still handling pricing pushback and product complaints. One reply I wrote to a comment comparing prices:

We love that you’re excited to take Nöz with you. For anyone comparing prices, our SPF 45 sticks are made with reef-safe, vegan ingredients and biodegradable cardboard packaging, so you’re getting sun care that works hard and treats the planet kindly.