My artifact for the Melbourne WebFest Studio Experience is our Instagram account, which became far more than just a marketing tool — it evolved into the festival’s primary communication channel and digital identity. When we assigned roles early in the studio, I chose to focus on design work, but I gradually took on the responsibility of managing the Instagram account, which already had an established following of 3,171 followers. This role became integral not only to my personal experience but to the entire festival’s success. Social media served as our main platform for marketing, promotions, audience engagement, and real time communication with creators and attendees. What began as an unexpected addition to my responsibilities ultimately became one of my most significant contributions to WebFest.
Taking on this role taught me valuable lessons about the intersection of design, communication, and community building. I worked tirelessly to curate an Instagram feed that honoured WebFest’s established brand identity whilst showcasing our RMIT student team to followers. This was incredibly important to me — I wanted our audience to see and connect with the faces behind this year’s festival. I collaborated closely with Keyne and Ning from the ticketing team for promotional posts, whilst the entire class contributed to video content for Reels and TikTok. The constant communication with Festival Director Courtney Powell kept me aligned with the festival’s vision, whilst the flood of enquiries we received in the final two weeks confirmed just how vital this platform was. During the three-day festival itself, I documented everything in real time, capturing the energy and excitement through photos and videos that our followers engaged with enthusiastically.
Reflecting on this experience, I recognise both the achievements and the challenges. The professional dashboard revealed that our engagement skyrocketed in the weeks leading up to the festival, validating the countless hours of work. However, I also learnt that social media management for an event of this scale truly requires a dedicated team — not one person juggling multiple roles. Whilst I wish we had created even more content and leveraged the platform’s full potential, I’m proud of what we accomplished with our small class where everyone wore multiple hats. This role pushed me far beyond my comfort zone, teaching me about the critical importance of consistent communication, strategic content creation, and real time engagement. Most significantly, it showed me how social media can transform from a promotional tool into the living, breathing voice of an entire festival. I hope my work honoured the festival’s legacy and made our community proud.
Instagram Feed Design
Instagram Feed Design
Consistent Instagram stories leading up to the festival
Real time story updates during the festival