For Men’s Best Basics, the creative 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 creative direction built around travel, all kinds of sports, lifestyle, photography, and relaxation. These themes became the foundation for the brand’s visual identity and gave us a clear framework for the content.

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 and lifestyles, while keeping the brand accessible and casual for everyone. 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. From these creative pillars, we developed a content strategy that brings the Men’s Best Basics lifestyle to life

We created two focused content creation shoots to bring the different sides of the brand to life.

The first was a 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 one model and a mix of iPhone photography and Sony Cybershot DSC-HX60V camera content. The goal was also to create separate shirt-focused content within each setting, capturing the products naturally at the beach and in the mountains and surrounding nature. We handled the styling and location selection, making sure each shoot felt natural to its environment while staying aligned with the wider Men’s Best Basics creative direction.

For Men’s Best Basics, our graphic design mainly focused on creating simple lookbooks and informative content about the t-shirt itself and washing advice for instance.The designs were kept clean and minimal, reflecting the brand’s straightforward aesthetic while making the content easy to engage with and visually consistent across the feed.

*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, social media management focused on consistency, structure, and a clear brand presence. We posted on the feed 3–4 times per week, with the content also being shared through stories to maximise visibility. The posts consisted of a mix of carousals and single posts.

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. The focus was on creating a feed that feels clear, recognisable, and aligned with the brand’s creative direction.

*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

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