content strategy & creative direction

For Men’s Best Basics, the strategy and direction started with a blank canvas. The founder had a strong product, but was still exploring what the brand should look and feel like beyond the basics.

Together, we defined a clear strategy based on the target audience and storytelling built around travel, all kinds of sports, games, nature, work, photography, reading and relaxation. These themes became the foundation for the brand’s visual identity and gave us a clear framework for the concepts.

A key focus throughout the direction was highlighting the brand’s unique selling point: the fit. We wanted to show how a well-fitting, simple t-shirt can become the foundation of different outfits and work across a variety of settings in the audience’s lifestyle. The visual direction therefore finds the right balance between aesthetic and casuality, making the content feel aspirational without becoming too polished or out of reach for the target audience.

We organize multiple small content creation shoots to bring the different sides of the brand to life: The themes were chosen to align with the natural shift in the audience’s mindset throughout the summer, from relaxing to gradually returning to a more active routine.

The first shoot was a small one-hour beach shoot, centred around the two blue colourways and a fresh, relaxed summer feel. The second was a two-hour shoot in the Austrian Alps, focusing on the two grey colourways and a more active hiking and outdoors lifestyle.

Both shoots featured a model whose body type enhanced the features of the t-shirts. The goal was also to create separate shirt-focused content within each setting, capturing the products naturally at the beach, in the mountains and surrounding nature. We handled the styling, location selection and proplist making sure each shoot felt natural to its environment while staying aligned with the wider Men’s Best Basics creative direction. The content was made by a mix of iPhone photography and Sony Cybershot DSC-HX60V camera content.

*At the moment we’re doing multiple shoots every month.

content creation

graphic design

For Men’s Best Basics, our graphic design focused on lookbooks, fashion advice and informative content about the T-shirt itself. The designs were kept clean and minimal to make the content easy to engage with for the target audience, while allowing the lifestyle imagery to remain the main focus without making the feed feel visually busy.

*At the owner’s request, the real-life shoots are combined with AI-generated lifestyle imagery to create more content within the available budget.

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For Men’s Best Basics, the social media management focused on consistency and a clear brand presence. We posted on the feed 3–4 times per week.

We managed the content calendar, developed captions in the Men’s Best Basics tone of voice, and made sure each post worked within the overall feed. Each 12-post feed set featured a selected color palette of T-shirts, creating a distinct vibe that gradually flowed into the next set.

*Men’s Best currently uses Instagram primarily as an advertising platform, resulting in high views but relatively low engagement compared to its follower count. Growing engagement is a secondary goal, while the main focus is on creating a professional, clear feed that builds trust and brings people into the Men’s Best world when they discover the brand through an advertisement.