Ulūk-Outdoors
Marketing & Social Media Management
Content Planning
Market Research
Analysis
Brand Design
Context Creation
Content Curation
I was introduced to Ulūk Outdoors while climbing in the Himalayas, in a small village nestled within the Hamta Valley. The founders knew of me through my work with a local NGO supporting a women’s climbing collective. They had followed my outreach and engagement online, particularly how my content resonated not only with climbers but with broader audiences interested in sustainability, exploration, and community.
Inspired by the environment in which we met and my rootedness in the outdoor and climbing culture, they approached me to lead the launch of their brand identity on Instagram. It was important to them to collaborate with someone who shared their values - someone deeply embedded in the community they were designing for, and who could translate their vision with authenticity and care.
Ulūk Outdoors is a sustainable outdoor gear brand founded by two seasoned product designers. With strong backgrounds in design but little experience in digital storytelling, they needed guidance on how to bring their mission to life through social media.
Their goal was to build their brand through a community that reflects their ethos: rejecting single-use, throwaway culture in favour of mindful, modern living. Their products are designed for digital nomads, climbers, and creatives who move between wild landscapes and remote work. My role was to help them articulate that vision online and nurture an audience aligned with those values.
As Social Media Manager and Creative Lead for the launch of Uluk Outdoors’ Instagram presence, my responsibilities included:
Content Strategy: Developed a cohesive content plan that aligned with the brand’s mission, values, and visual identity. Crafted a rollout timeline for the account launch and first campaign.
Design Direction: Collaborated with the founders to translate product design aesthetics into a consistent visual language for Instagram, including colour palette, grid layout, and tone of voice.
Content Creation & Curation: Produced original visuals (photo, video, graphics), curated community content, and integrated storytelling elements that reflected the brand’s journey from concept to launch.
Community Engagement: Managed day-to-day interactions with followers, responded to comments and DMs, and initiated conversations with like-minded brands, creators, and outdoor enthusiasts.
Creative Ideation: Provided ongoing ideas for content series, community spotlights, seasonal campaigns, and reels to ensure fresh, engaging storytelling that encouraged audience growth and retention.
How might we turn a raw, undefined brand vision into a compelling digital presence that resonates with a target audience and builds trust from day one?
Why we chose to address this problem:
Ulūk Outdoors had a powerful founding story and a clear purpose rooted in sustainability and community, but they lacked the digital structure, content strategy, and storytelling tools to bring that vision to life online. Without a cohesive narrative or launch plan, their message risked being lost in a saturated market.
Their founders, experienced product designers, were new to social media marketing and hesitant about digital tools. They needed support to clarify their goals, define their audience, and shape a strong, consistent presence from day one. We chose to address this challenge because launching a meaningful brand without digital fluency is a common problem for conscious creators - and it was clear Ulūk had a story worth telling.