walla
Daily Work
As Walla's social media manager and copywriter, my role involves consistently sharing the site's content across key platforms like Instagram and Facebook. Social media serves as a major driver of traffic to Walla’s website, significantly boosting its visibility online. However, effective content promotion goes beyond just posting links and captions. It requires bold, aesthetically pleasing, and cohesive design that embodies the site's tone and personality, while compelling users to engage and explore the articles. This balance between creativity and strategy is key to drawing in new audiences and keeping them engaged.
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In April, Walla underwent a rebranding, introducing a new logo, fresh colors, and removing the iconic exclamation mark that had long defined the site. As a UX/UI designer and social media manager, I was responsible for adapting this new branding across social media platforms. While initially challenging, I quickly found inspiration and explored various creative directions. Drawing from sources like The New York Times and Vogue, I aimed to maintain a clean, aesthetic, and professional look while infusing it with a more modern, contemporary tone that would connect with a broader, everyday audience.
Users
The primary objective was to expand Walla's reach beyond its traditional audience, which largely consists of older individuals, and to connect with a younger demographic. To achieve this, I collaborated with celebrities who are influential among Gen Z and Gen Alpha, such as Pnina Rosenblum and Oren Lahav, leveraging their popularity in social media campaigns to engage a younger crowd. Walla offers a variety of content verticals that can resonate with younger audiences. For instance, in Instagram stories promoting tech or sci-fi topics, I often modify Walla's logo to make it more playful and visually appealing, aligning with the tastes of a younger generation.
Strategy
Walla's strategy consists of several essential components aimed at broadening its audience reach. The primary objective is to engage younger demographics, moving beyond the traditional, older audience base. To accomplish this, Walla partners with celebrities and public figures who resonate with younger generations, effectively capturing their attention.
The company places a strong emphasis on producing original content, including interviews with notable personalities and curated material from various sources, such as the "Walla Plus" channel. Walla is committed to maintaining a clean and aesthetically pleasing design, while also adapting its tone and style to resonate with a younger audience.
In addition, Walla actively promotes special projects and events throughout the year, which not only enhances audience engagement but also increases overall visibility. The organization effectively utilizes platforms like Instagram and Facebook to amplify its exposure and drive traffic to its website, featuring bold and captivating designs.
Overall, Walla is dedicated to expanding its reach to new audiences while upholding its standards of quality and brand integrity.
Typography, Colors and Branding
PLONI
BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ
BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ
SEMI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ
REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ
ULTRA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ
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#066bed
#3995FF
#3A3A3A
#F9F9F9
In addition to regularly promoting website content on social media, we also produce original material. This includes bringing influencers and public figures into Walla's studio for interviews or sharing clips from "Walla Plus" channel contents, which we then post on social media. We are also in charge of various projects that highlight key events throughout the year, as well as planning and executing dedicated photoshoot days.
Original Content
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