HMA SOCIAL DESIGN SYSTEM
Positioning for category leadership and connection
BACKGROUND
HMA is a unique blend of marketing consultancy and SaaS provider. It focuses on smart, data-driven email marketing and guest engagement campaigns for the travel and leisure sector. For hospitality marketing teams often strapped for time and resources, it’s a game changer. Its LinkedIn presence had untapped potential, offering a chance to further highlight leadership and deepen industry connections.
CHALLENGE
The main challenge was turning the company’s recent growth into real momentum through social media. We needed to build a design system that could grow with it while keeping the HMA brand clear and engaging. The aim was to make the firm's brand stand out as a leader—insightful, creative, and customer-driven—while also showcasing our creative capabilities.
SOLUTION
We built a social media design system honoring the brand’s identity while adding new elements made to capture attention on LinkedIn. We created templates for posts like product highlights, partnership announcements, and success story highlights. With engaging visuals and clear, simple writing, we brought HMA’s brand, products, and services to life. Our strategy was all about making things easier for marketing teams in the tough hospitality space, helping them get more done with less hassle.
RESULTS
Since we launched the new design system and its accompanying content calendar, the company’s LinkedIn followers increased by 236%, significantly expanding the brand’s reach and visibility on the platform. And the system keeps things running smoothly, so the team can strike the right balance between promoting the business and tackling client projects.
CREDITS
Design: Maggie Soldano, Parker Derrick
Copywriting: Maggie Soldano