Laurastar — Digital by twks: A perfectly pressed social media strategy

Services: Digital
Industries: Design & Objets
Visit: laurastar.ch

On social media, consistency is a balancing act. A brand needs to be recognisable without becoming repetitive, adapt to new formats without chasing trends, and allow for creative freedom without losing its identity along the way. For Laurastar, the brief was to create a set of guidelines for its entire social media communication. But rather than simply adding more rules, we set out to build a language. A system flexible enough to take the brand from product-focused content to lifestyle storytelling, from posts to stories, and from one campaign to the next. The challenge wasn’t to define what every piece of content should look like. It was to make sure they could all look unmistakably Laurastar.

Bringing order to the scroll

Laurastar content never appears in isolation. It emerges within a constant stream of images, videos, words and brands, all competing for a few seconds of attention. In this environment, recognition can’t rely solely on a logo placed in the corner. 

We therefore developed a set of visual cues designed to create a consistent presence: typography, colour, composition, photography, framing and information hierarchy. Each element follows its own rules, but no rule exists in isolation. It is their combination that creates the Laurastar signature. The system isn’t designed to make every piece of content look the same, but to give them a clear family resemblance.

A palette that changes temperature

Talking about a steamer, showing a care ritual or placing a product within an interior doesn’t necessarily call for the same atmosphere.

The palette was therefore designed as a tool for modulation. Warm, muted tones accompany more lifestyle-led and domestic content. Neutral shades bring a sense of calm and sophistication, while cooler hues allow for more functional messaging.

Colour no longer simply identifies the brand. It allows its tone to shift. Changing temperature without changing voice.

Bringing the product into everyday life

Photography follows the same principle. Rather than systematically isolating the appliances or treating them as purely technical objects, the visual direction places them within the gestures and situations they were designed for. A garment, a sofa, a curtain, a room in the home. The product becomes part of lived-in scenes, allowing the technology to be understood through the way it is used.

This approach shifts the conversation from performance to experience. Laurastar no longer simply shows what its products can do, but the role they can play in everyday life.

Rules designed to move

The guidelines are built around a series of principles that can be combined: clear typographic hierarchies, confident compositions, precise relationships between image and text, and enough flexibility to adapt across formats. The system works like a grammar. It provides the rules needed to speak Laurastar, without writing every sentence in advance.

A guide that doesn’t sit in a drawer

The format of the guidelines themselves also needed consideration. Because a social media guide is only useful if people actually use it. We first brought the entire system together in a comprehensive guide: principles, colours, typography, compositions, examples and best practices. But rather than leaving it as a static reference document, we extended it into a dedicated digital platform.

Recognisable, never repetitive

That is the central challenge of the system developed for Laurastar: to provide structure without restriction, consistency without uniformity, and give teams the tools they need to evolve the brand’s communication without losing its thread.