TGL Trusted: Designing for Connection, Not Just Attention (with JulieCo Creative)
Welcome back to TGL Trusted, our monthly series where we sit down with experts we trust to bring you deeper insights into the digital marketing topics that matter most. Last month, we explored how nonprofits can tell powerful stories through video with Goodier Creative.
This month, we’re diving into another essential piece of your digital presence: designing social content that actually connects.
From brand storytelling to bite-sized posts that stop the scroll, your visual content has the power to shape how audiences see and remember you. But consistency, creativity, and strategy don’t always come easy, especially for small teams juggling multiple platforms.
That’s where Julie Smith of JulieCo Creative comes in. A seasoned designer, writer, photographer, and marketer with more than 15 years of experience, Julie helps businesses, nonprofits, and government organizations turn good ideas into visuals that get noticed. We sat down with her to talk all things digital design, content creation, and how to get the most out of working with a creative partner.
Start With Your Audience (Always)
“The beginning of any marketing strategy should always start with an understanding of your audience.”
Before you worry about hashtags or Canva templates, get clear on who you’re trying to reach and where they’re spending time online. “Look at who your ideal customers or members are and develop a mini profile. Where do they consume content? Instagram? Facebook? LinkedIn? Knowing that determines where you should spend your time.”
And once you’ve figured out who’s listening, it’s time to ask why they should care. Julie recommends identifying what problems your organization solves and turning that into content that feels relevant and helpful.
“When you speak to your audience’s needs and desires, you’re more likely to engage them and get their attention.”
For example, a membership organization might highlight how it supports ongoing education. A restaurant might post about easy takeout options that make weeknights simpler. When your content focuses on solving problems instead of just selling services, it builds real connection.
When to Bring in Outside Help
Even the most organized teams can struggle to stay consistent on social. If your posts come in bursts, or if designing graphics is eating too much of your time, it might be worth bringing in a consultant or designer.
Julie shared a few signs it’s time to call in help:
Erratic posting: If you post three times one week and go silent the next, a consultant can help you build a consistent cadence.
Design struggles: Tools like Canva are great, but templates built by a designer can elevate your brand instantly.
Content overwhelm: A marketing partner can take scattered ideas and shape them into a cohesive strategy that fits your bandwidth.
“Depending on your in-house capacity, you might consider hiring an outside consultant, at least to get started.”
How to Work With a Designer (and Actually Enjoy It)
Hiring a designer should feel like an extension of your team. Julie broke down three steps to set your collaboration up for success:
Compile Your Brand Assets
Gather your audience insights, logo files, images, and any notes on what has or hasn’t worked before. “Context helps designers connect visuals to your goals,” Julie says.
Sync on Scope and Expectations
Schedule a short kickoff call once your designer has reviewed materials. Talking through goals early avoids miscommunication later.
Trust the Expertise You Invested In
It can be tempting to art-direct every detail — but resist. Instead of saying “make this blue,” focus on the message: “This section should feel more corporate” or “We want people to see this headline first.”
“If you provide a clear outline of what you’re trying to convey, the designer can bring that to life visually. When giving feedback, focus on how well it communicates the message, not on fixing the design yourself.”
Why the TGL and JulieCo Partnership Works
Our collaboration with JulieCo Creative thrives on shared values: clear communication, strategy-first thinking, and a deep understanding that creativity and structure can (and should) coexist.
Working together allows us to help clients bring strong design and thoughtful storytelling into every campaign without losing the human touch that makes each message matter.
“When you trust the experts you bring in and keep your audience at the center, everything else falls into place.”
The Golden Rule: It’s Not About You
This one hits close to home for many teams:
“The more you can put yourself in your audience’s shoes, the easier it is to serve them and work with outside consultants. You are not the target audience; it doesn’t matter if you ‘like it’ or not. What does matter is whether it’s relevant to who you’re trying to reach.”
And we couldn’t agree more. The most successful social strategies are built on empathy and an understanding of what your audience needs — not what you want to show them. The more you can step into their shoes, the easier it becomes to create content that connects.
View all of our trusted partners here and stay tuned for the next TGL Trusted feature.