AMF by Amalfi

Community Management & Photography

Role: Community Manager, Photographer and Website Assistant
Period: 2021
Platforms: Instagram
Industry: Jewellery / Lifestyle

Project overview

AMF by Amalfi was the first account I managed during my internship at Hadock Comunicación. I worked as a community manager and photographer, helping the brand prepare its online launch. My responsibilities included supporting the creation of the website, producing the full product photography library and managing the entire Instagram rollout from day one. To boost early visibility and build community, I helped organise an event with 20 creators. I designed a small creative activity where each guest could draw a medal, and the brand then produced their personalised piece and sent it to them afterwards. This interactive idea helped the account grow from just over 100 followers to more than 2,000.

Global Strategy

Objectives

Prepare a complete Instagram launch strategy for a new jewellery brand

Produce clean, consistent product photography for the full range

Build initial visibility and early community engagement

Create an in person event with creators to boost organic reach

Support the website creation process with branding aligned visuals

Target Audience

Women interested in high quality jewellery, personalised pieces and lifestyle content. The style was shaped to appeal to fashion focused audiences and early stage brand followers.

Strategy & Approach

  • Supported website creation with aligned visuals and layout suggestions

  • Built a cohesive Instagram aesthetic to match the brand identity

  • Created product photography that highlighted details and craftsmanship

  • Shot all product photos used for the initial launch

  • Planned and produced Instagram posts, stories and launch teasers

  • Maintained a clean, soft and minimal visual tone

  • Organised an event with 20 creators to generate launch momentum

  • Designed a custom activation where each creator drew a medal design

  • The brand produced their designs and delivered them as personalised gifts

  • Encouraged creators to share their experience, driving organic reach

  • Engaged with early followers to build trust and excitement

  • Managed DMs, comments and incoming creator interest

  • Maintained a warm, friendly tone suitable for a small growing brand

Creative Work

Social first

Key Achievements

Supported the full launch of AMF by Amalfi across web and Instagram

Produced all product photography used in the first phase

Grew the account from around 100 followers to more than 2,000

Delivered a successful creator event with strong organic reach

Built a clean, cohesive brand presence from scratch

Challenges & Solutions

Challenge: The brand needed a full content base before going live.
Solution: Shot the complete product catalogue and built a cohesive visual identity.

Challenge: The account had barely 100 followers at the start.
Solution: Designed and hosted a creator event that boosted organic reach and credibility.

Challenge: Website support, photography and social management ran in parallel.
Solution: Prioritised workflows and delivered aligned visuals across all touchpoints.

Challenge: The brand identity was still evolving.
Solution: Created a minimal, elegant content style that matched the product line.

My role

  • Product photography

  • Instagram strategy and launch

  • Community management

  • Website support and visual alignment

  • Event ideation and creator coordination

  • Social content planning and posting

Results Summary

  • Launched the brand’s Instagram with a clear and consistent identity

  • Produced all photography used for marketing and web

  • Grew the account from around 100 to more than 2,000 followers

  • Delivered a successful creator event that drove attention and engagement

What I Learnt

This project gave me hands on experience launching a brand from scratch, creating product photography and building early community growth. It strengthened my eye for visual identity and taught me how to run creative activations that spark organic reach.