Fernhouse Plant Studio
A month of social content for an indoor-plant shop: a 3x3 grid plan, caption drafts, and a content calendar.
Concept project created to show our approach; not a client engagement. The brand, and everything in it, is fictional.
The brief
Fernhouse is a fictional indoor-plant shop with a small delivery service. The brief: a consistent grid that mixes care tips, new arrivals, and behind-the-scenes posts, with a calendar a two-person team can keep up with.
What we made
- A nine-post grid plan built from reusable templates
- Caption drafts for every post
- A four-week content calendar
Approach
- Three content pillars: plant care, new arrivals, and behind the counter.
- A repeating grid rhythm, so the profile looks planned rather than random.
- Captions that answer a question customers actually ask in the shop.
- Three posts a week, so the plan survives a busy month.
Deliverables
- 9 post designs
- Caption copy
- 4-week content calendar
- Template set
Grid plan
Nine posts, three pillars, one rhythm.
Care tips, new arrivals, and behind-the-counter posts repeat in a steady pattern, so the profile reads as planned. Post designs are concepts; nothing has been published.
Four-week content calendar
| Week | Day | Pillar | Format | Post |
|---|---|---|---|---|
| Week 1 | Mon | Care tip | Carousel | Yellow leaves? Check the water first. |
| Week 1 | Wed | New in | Single image | Calathea, now in store |
| Week 1 | Fri | Behind the counter | Reel | Monday is repotting day |
| Week 2 | Mon | Care tip | Carousel | Bright, indirect light, explained |
| Week 2 | Wed | New in | Single image | Terracotta pots, three sizes |
| Week 2 | Fri | Behind the counter | Reel | Packing a delivery |
| Week 3 | Mon | Care tip | Carousel | Plants for darker rooms |
| Week 3 | Wed | New in | Single image | Hanging planters are back |
| Week 3 | Fri | In the shop | Post and story | Saturday plant clinic |
| Week 4 | Mon | Care tip | Reel | Watering: little and often, or soak and dry? |
| Week 4 | Wed | New in | Carousel | Staff picks for beginners |
| Week 4 | Fri | Behind the counter | Reel | A week in the shop in 30 seconds |
About concept projects
Concept projects are self-initiated. We create a fictional brand and brief, then do the work as we would for a client, so you can judge our approach before you hire us. The businesses, people, listings, and reviews in them are invented, and they carry no client results.
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