Social Media · Case Study
Ana Magalhães
Introduction / Overview
Ana Magalhães is an immigration legal consultant whose Instagram communication needed to feel credible without losing the warmth of a personal profile. I worked with her existing colors while making them visually compatible with the burgundy used by her partner company, Kravitz & Guerra. Serif typography brought an editorial, professional tone; real photographs, particularly those connected to Ana’s own experience of living in the United States, helped humanize the content. The strategic narrative went beyond explaining immigration services: the profile was designed to speak to the aspiration behind those services—the possibility of building a life in America. This balance of professional trust and personal storytelling guided the visual decisions throughout the project.
Context & communication objective
Ana Magalhães is an immigration legal consultant developing her personal communication on Instagram. She already had colors associated with her personality, and her profile also needed to work alongside the burgundy of her partner company, Kravitz & Guerra. The challenge was to balance professional credibility with warmth and relatability so that the account could connect with people rather than feel like a distant institutional page.
Creative direction & visual choices
I retained the spirit of Ana’s existing palette and developed compositions that could coexist with the partner company’s marsala/burgundy color. I chose serif typography to introduce a professional, editorial tone appropriate to legal consulting. Most importantly, I favored authentic photography over purely generic visuals, particularly for posts about Ana’s own journey and experience of living in the United States. These images were selected to make the communication more personal and human.
Narrative & audience connection
Although the service was immigration legal consulting, the central story Ana wanted to communicate was not simply the mechanics of an immigration process. It was the possibility of pursuing the American dream: the hope of living, building a future, and belonging in the United States. I treated that aspiration as a narrative guide for the content, connecting practical topics to lived experience, trust, and empathy.
Applications & intended effect
The final Instagram compositions combined educational posts, personal stories, and a coherent visual identity. The work demonstrates content design informed by positioning and audience motivation. The aim was to create stronger human connection and a recognizable professional presence; it should not be presented as proven lead generation or engagement growth.
Visual archive / 11
Process & applications
