Drewstown
Social Media Digital Designer.
In my current role as a Social Media Digital Designer for Drewstown House, a non-profit organisation, I manage platforms, create content for campaigns and events, and maintain a consistent brand presence.
Overview
Drewstown House is a Christian retreat centre in rural Ireland that provides space for reflection, rejuvenation and community featuring a historic Georgian house surrounded by nature. While the centre's mission was strong, its online presence lacked the warmth and clarity to reflect its values.
After completing a marketing and design internship, I was invited by the Board to take on Drewstown's social media. My goal was to refresh its digital presence by strengthening engagement, driving retreat bookings, and creating a cohesive visual identity that embodied its purpose.
My Role
As the sole digital designer and social media manager, I:
- Developed and presented a digital content strategy and visual direction.
- Created multimedia assets (photography, video, and graphics) for Facebook and Instagram.
- Ensured all content reflected Drewstown's values, ethos and sense of community.
- Analysed audience data to shape ongoing strategy and engagement.
- Reported key insights to the CEO and Board to inform future initiatives.
- Collaborated with teams in Ireland and the U.S. on campaigns and event materials.
Process & Approach
Research & Insights
I analysed past engagement data and audience behaviour to uncover what truly connected with Drewstown's community. This revealed that authentic, reflective content about team events, community stories and projects, inspired far greater engagement than traditional promotional posts.
Strategy & Design
Building on these insights, I crafted a new social media strategy that balanced reflection, education, and event storytelling. I introduced a kind of new brand identity with a fresh colour palette, calming imagery, and a warm, grounded tone of voice to align Drewstown's visuals and messaging with its mission.
Implementation & Collaboration
I produced visual content, from short-form videos to event photography and motion graphics. Working closely with leadership, I ensured each campaign supported Drewstown's goals while maintaining design consistency. Collaboration with international partners expanded the centre's reach and storytelling depth.
Continuous Optimisation
I used engagement data to evaluate what worked, adjusting content types and posting rhythms accordingly. Sharing these insights with the Board helped shape ongoing strategy and reinforced the link between thoughtful design and audience growth.
Results
- 396% increase in reach and 2,400% increase in post views within two weeks.
- 107K total views and 1.7K interactions across platforms in three months.
- 74% boost in Facebook engagement and steady growth on Instagram.
- A consistent, authentic brand identity that reflects Drewstown's mission and community spirit.
Reflection
This role has challenged me to balance creativity, strategy, and analytics in a real organisational context. Managing Drewstown's digital presence has strengthened my communication, presentation, and time-management skills, while deepening my understanding of how design can shape meaningful connections.