As social media continues to reshape how designers connect with audiences, Beyond Beautiful: Storytelling Strategies on Social Media for Design Brands offered attendees practical advice for standing out in an increasingly crowded digital landscape. Moderated by Alex Corda, the conversation featured Zoe Glade, Melissa Lee, Clive Lonstein, and Nina Takesh, who shared their perspectives on creating content that goes beyond beautiful imagery to build authentic connections, communicate a clear point of view, and grow a lasting brand. The session took place in the Oasis, a curated space for conversation presented in partnership with Architonic and sponsored by Ethnicraft, Leon Speakers, and Mohawk Group.
The full talk can be found at the end of the article.
(Top image courtesy of Jenna Bascom Photography | Featuring all speakers and moderator, Alex Corda)
Nina Takesh speaking (Image courtesy of Jenna Bascom Photography)
A central takeaway from the discussion was that successful storytelling begins with a strong sense of identity. Nina Takesh encouraged designers to resist chasing every trend in favor of defining a recognizable perspective. “To break through the noise, you have to have a perspective,” she said, explaining that audiences are drawn to brands that consistently communicate their values rather than constantly shifting to follow what’s popular.
The panel also challenged the industry’s focus on follower counts and viral content. Melissa Lee reflected on how her firm’s steady growth has come from cultivating a loyal audience rather than trying to appeal to everyone. “It’s not really about the amount of followers you have,” she explained. “Know who that audience is and be true to that connection.”
Melissa Lee speaking (Image courtesy of Jenna Bascom Photography)
Offering practical strategies, Zoe Glade recommended establishing a handful of core content pillars that every post can support, helping brands stay consistent while adapting content across platforms. She also emphasized the importance of focusing efforts where audiences are most engaged, reminding attendees that creating meaningful content is more valuable than trying to maintain a presence on every social platform.
Throughout the conversation, the speakers returned to a common message: authenticity is what creates lasting engagement. Whether through behind-the-scenes moments, educational content, or honest reflections, designers who remain true to their voice are more likely to build meaningful relationships with their audience than those simply following trends.
To hear the full conversation and explore the panelists’ insights in greater depth, listen to the complete session below.
