Project Overview
Detour Coffee Roasters is a premium Canadian coffee brand known for its ethically sourced beans and design-forward identity. I worked on a comprehensive strategy project focused on optimizing their digital presence, social content, and brand storytelling.
My contributions covered a full spectrum of digital marketing deliverables, from research and strategic planning to content creation and performance mapping, and helped position Detour as a more engaging, customer centered brand online.
Social Media & Website Audit
Social Media Analyst & Digital UX Evaluator
Conducted a full-funnel digital audit to evaluate Detour Coffee Roasters’ current Instagram presence and website performance.
Key Contributions:
- Evaluated branding, tone, frequency, and engagement on Instagram.
- Identified content gaps and performance inconsistencies.
- Reviewed user experience, layout, and SEO on the Detour website.
- Benchmarked against top competitors in the specialty coffee space.
Impact Highlights:
✅ Delivered a detailed audit report with actionable insights.
✅ Suggested improvements in bio, highlight strategy, and content pillars.
✅ Identified UX friction points and brand storytelling opportuties.
Brand Overview & Target Audience Research
Brand Strategist & Market Analyst
Conducted a deep dive into Detour’s brand identity and audience ecosystem to build a cohesive and authentic content direction.
Key Contributions:
- Assessed brand personality, values, and tone of voice.
- Analyzed psychographics, digital habits, and purchasing behavior of the target audience.
- Recommended content formats and messaging pillars to align with user expectations.
Impact Highlights:
✅ Developed clear brand voice guidelines.
✅ Supported a content strategy rooted in audience alignment.
✅ Strengthened brand positioning for the digital-first market.
Persona Development & Journey Mapping
Audience Researcher & Journey Strategist
Developed an in-depth customer persona and content journey map to guide Detour’s brand messaging and platform-specific content.
Key Contributions:
- Built a persona representing a health-conscious, values-driven coffee drinker.
- Mapped out their awareness, consideration, and loyalty stages.
- Identified content types that support each stage of their digital journey.
Impact Highlights:
✅ Clarified customer pain points and motivations.
✅ Aligned content themes with user behavior and brand voice.
✅ Created a clear roadmap for storytelling across platforms
Blog Writing & Research
Content Writer & SEO Researcher
Crafted an original blog article titled “A Life of a Barista – The Person Behind the Counter”, showcasing the human side of coffee culture.
Key Contributions:
- Interviewed a local barista to humanize the café experience.
- Highlighted emotional storytelling and daily challenges.
- Blended narrative with educational insights on specialty coffee.
Impact Highlights:
✅ Reinforced Detour’s community-focused brand tone.
✅ Provided SEO-friendly, evergreen blog content.
✅ Created shareable and relatable storytelling for blog and socials.
Multimedia Content
Video Producer, Visual Storyteller & Content Designer
Developed multiple pieces of multimedia content to strengthen Detour’s visual identity and social engagement across platforms.
Key Contributions:
- Produced a short YouTube video introducing the brand and its journey.
- Created an Instagram Reel showcasing a barista’s daily routine through storytelling visuals.
- Designed an infographic explaining Detour’s coffee sourcing and roasting process in a clean, engaging format.
- Created a static social media post directing traffic to the brand’s blog article titled “A Life of a Barista – The Person Behind the Counter”.
Impact Highlights:
✅ Increased brand appeal with diverse, high-quality visual content.
✅ Drove traffic to the blog using strategic CTAs and visual hierarchy.
✅ Used storytelling techniques for deeper audience connection.
✅ Created multi-use assets optimized for Instagram, YouTube, and website use.
