Where
business
meets
creativity.

The brief

RIAA brings together Regent alumni around the world, with regional representatives in six hubs across Europe and the US. It wanted a brand and an Instagram presence that feels like a community people want to belong to: elegant but cool, a mood I described as "gen z classy".

The starting point

RIAA is an association, not a business, so there was nothing to sell. I built the proposal around belonging instead: getting alumni to join the account, connect with each other and stay in touch. Every decision after that had to answer to those three goals.

What I did

01. Started from the values
I turned the association's core values (a big family, global, community, staying connected) into three clear objectives, so every later choice could be checked against them.

02. Built the campaign around its slogan
RIAA already had a line worth keeping: "Régent Pour Un Jour, Régent Pour Toujours". I built the campaign and the feed frame around it.

03. Turned a mood into a rule
"Gen z classy" is easy to say and hard to design. I turned it into one principle: pair something bold with something elegant. A strong title style, an elegant contrast style and a plain one for reading. That is how the feed stays cool but elevated, and recognisable.

04. Gave the content four jobs
Four content pillars: People, Events, Nostalgia and Global network. Each has a purpose: show the faces that make Regent a family, make the big moments of the year feel shared from countdown to recap, create the feeling of "I was there", and show one community wherever you are.

05. Fixed the first impression
I reviewed the profile. The current bio signals exclusivity but never invites anyone to do anything. I proposed keeping the exclusivity, putting the values first and pointing people to one place to go next. I then designed three pinned posts, each with one job: welcome new followers, put faces to the team, and help alumni find someone in their city.

06. Built a rhythm that can last
The proposal includes a recurring monthly recap and a posting cadence designed to be sustainable for a small team, rather than one that looks good for a month and then fades. I also mocked up before-and-after feed grids, so the association could see the system applied, not only described.

The post

The full proposal went to RIAA as a deck. This post is the public version: how I build a brand proposal, from the first idea to the finished feed, in six slides. RIAA approved it before it went live.

The overview

GoodNews took the traditional newsstand and turned it into a coffee kiosk, built around one simple idea: spreading good news through everyday moments.

What keeps me coming back to it isn't the coffee. It's everything around it: the identity, the campaigns, the collaborations, even the spaces. GoodNews has built a brand that follows people through their day, not just to the counter.

So this is my breakdown of how an ordinary coffee purchase becomes something people recognise, join in on and want to share.

01. Recognition starts with consistency

GoodNews' identity is simple: a distinctive logo, one dominant colour, and the same look everywhere you meet the brand.

That's the whole trick. Instead of reinventing itself every season, GoodNews builds recognition through repetition, and that repetition is what gives it the freedom to play. Campaigns and collaborations can get as creative as they like, because you always know whose world you're in.

The takeaway: A strong identity doesn't have to be complicated. Consistency creates recognition; creativity keeps it interesting.

02. The community became the campaign

In September 2026, GoodNews announced it wouldn't launch its planned autumn campaign. Instead, it invited people to try its drinks.

The next piece of content was the community's reaction to the free drinks, and that reaction became the story. The video's own line says it best: "who needs a campaign when your community does it better?"

What I find so smart is the shift: from a brand telling you why you should try something, to a brand giving you a reason to actually do it, and letting you take it from there.

The takeaway: People engage more when they have something to take part in, not just something to watch.

Source: https://www.instagram.com/p/DdCaPL_OjAd/

Source: https://www.instagram.com/p/DdWJhyoDrIp/?img_index=1

03. Making the product the concept

GoodNews' campaigns around its foam drinks do something I love: they don't start with a conventional product shot. They start with the product's most distinctive feature and turn it into a visual idea.

The result is content that makes you curious while keeping the drink right at the centre. The product isn't just advertised; what makes it unique becomes the creative.

The takeaway: A product's most distinctive feature can be a creative asset. Sometimes the best campaign idea is already sitting in the product.

04. Taking the brand beyond the purchase

Thermoses, charms and other accessories turn a coffee into something you can personalise, style and carry with you. The thermos is more than a reusable cup: it's an accessory and one more place the brand shows up.

Collaborations, like the one with La Veste, bring GoodNews into fashion and lifestyle, which gives customers even more ways to interact with the brand.

The takeaway: Extensions work when they complement the core experience and give customers new ways to express their taste.

Source: https://www.instagram.com/p/DYCtlReDbWX/?img_index=1

Source: https://www.instagram.com/p/DYRk5SPNy8i/

05. Collaborations that work for both brands

GoodNews has partnered with brands across fashion, beauty and lifestyle, including Lancôme, Max Mara and Lefties, which introduces its identity to audiences in very different contexts.

The best partnerships aren't two logos side by side. There's a reason the audiences fit, something that makes sense to both communities. Done well, a collaboration gives each brand visibility with a relevant new audience, and gives people a reason to engage with it in real life.

The takeaway: Look for the overlap between two brands' audiences and identities, then create something neither could deliver in quite the same way alone.

Source: https://www.instagram.com/p/DKcb1jsIVrU/

Source: https://www.instagram.com/p/DWbw9L2DUCi/

06. Turning physical spaces into marketing

A recognisable space gives customers and creators a reason to take photos and videos, even when they have a small following or no audience at all. Every visit has the potential to become a post, a Story or a Reel.

GoodNews doesn't control every post. What it does is create the conditions that make people want to make them, so the space becomes both a customer experience and a source of organic content.

The takeaway: A brand's physical environment is part of its marketing strategy. The experience it creates shapes what people choose to share.

The bigger picture

What I find most interesting is how it all fits together:

• Identity makes it recognisable.
• Campaigns create curiosity.
• Products extend its presence.
• Partnerships introduce new audiences.
• Spaces generate experiences worth sharing.

None of these has to work alone, and together they make a brand that shows up far beyond the cup.

The 3PM Take

GoodNews is a reminder that a brand isn't built through advertising alone. It's built through the details people recognise, the experiences they remember, the things they carry and what they choose to share.

The opportunity is to make every interaction work a little harder for the brand.