Founder and Creative Lead on my brand Jimmy Rox
Project Overview
Jimmy Rox: Social was created to extend the voice and ethos of the Jimmy Rox newsletter into a visual and social realm — turning honest travel writing into a dynamic, community-driven presence across platforms. The goal was to translate long-form editorial identity into short-form, high-impact moments that feel native to audiences on Instagram, TikTok, and Twitter while maintaining the brand’s signature humor, insight, and wanderlust-driven perspective.
Rather than repurposing newsletter content in isolation, the project treated social as a generative space — one where travel culture meets internet culture, and storytelling becomes participatory. Posts ranged from trend-savvy commentary and destination sound bites to personal insights that invited readers to feel seen and engaged. The result was a social identity that lives in conversation with the newsletter but also stands on its own as a destination for travel inspiration, cultural commentary, and community interaction.
Context & Challenge
The Jimmy Rox newsletter had established a loyal audience and distinct voice, but there was no accompanying social ecosystem to amplify it. The challenge was twofold:
Translate a deeply personal editorial voice into social formats that feel native — not like repackaged essays — while preserving brand authenticity.
Build engagement and community on platforms with different expectations (e.g., short-form humor on TikTok, curated visuals on Instagram, discussion on Twitter/X), each requiring a tailored approach in tone, pacing, and format.
The project needed to:
Expand audience touchpoints without diluting voice or brand identity
Create content that feels contextually relevant within platform trends and travel culture
Encourage community participation and conversation rather than passive consumption
The work involved developing a content framework that balanced evergreen travel insight with reactive, humorous, and culturally attuned moments — ultimately positioning Jimmy Rox: Social as both a brand extension and a creative touchpoint in its own right
Role: Founder, Editor and Creative Director
