Architecture · Instagram Growth · Content Strategy
STUDIO
MURA
From 800 to 3,100+ followers in under a year — how I built a full brand positioning strategy and content operation that turned an architecture studio's Instagram into their #1 client acquisition channel.
(from 800)
90 days
(90 days)
via Instagram
The Challenge
An incredible studio
that nobody knew
existed.
Studio Mura is a Curitiba-based architecture studio founded by Rafael and Mariana — two architects with international training, including studies in Italy. Their work is sophisticated, timeless, and deeply client-centered. But their Instagram had just 800 followers and no clear positioning.
The architecture niche has a long sales cycle — clients don't hire on impulse. They follow, observe, build trust, and then decide. My job was to create content that built authority and connection over time, so that when someone was ready to hire an architect, Studio Mura was the obvious choice.
And we did it with a low posting volume contract — which makes the results even more impressive. Every single post had to carry real weight.
Where it all starts
Brand positioning
before anything else.
Before filming a single video, I developed a complete brand positioning study for Studio Mura — defining their strategic pillars, tone of voice, visual identity guidelines, and what made them truly different in the Curitiba architecture market.
Strategic Positioning
Identified Studio Mura's differentials — international education, BIM-based projects, client-adapted design — and translated them into a clear brand narrative.
Brand Voice & Tone
Defined a communication style that felt professional yet approachable — sophisticated without being cold. Matching the brand: "conscious, relevant, and transformative architecture."
Content Pillars
Mapped 3 core content pillars that would work together to build authority, showcase portfolio and create emotional connection with the ideal client.
The Content Strategy
3 pillars that built
real authority.
Every piece of content was mapped to one of three strategic objectives. Nothing was posted without intention — even with a low-volume contract, each post had to move the needle.
Brand Storytelling
Videos and carousels about the origin of Studio Mura, the story behind the name, the architects' backgrounds — including their time studying in Italy — and the day-to-day life of the studio. Content designed to build emotional connection and make followers feel like they already know the team.
Educational Authority
Reels and carousels explaining design solutions, project decisions, common mistakes in home planning, and behind-the-scenes of the architectural process. This pillar built expert credibility and attracted followers who were actively researching architecture services.
Strategic Portfolio
Project reveals with cinematic Reels that combined aesthetic beauty, storytelling about the client's brief, and technical information about each delivered space. Designed to trigger desire and trust simultaneously — not just "pretty" content, but proof of capability.
Content Performance
Top videos by
reach — last year.
The numbers speak for themselves. With a limited posting schedule, the top-performing Reels reached hundreds of thousands of people — far beyond the follower base — proving that quality strategy beats volume every time.
My Full Role
Strategy, filming,
editing — everything.
I was the complete creative and strategic operation for Studio Mura's Instagram. Not an external agency — a dedicated partner who understood the brand from the inside out.
Foundation
Positioning Study
Full brand positioning analysis — defining pillars, differentials, voice, and strategic direction before a single post went live.
Planning
Content Calendar & Script
Monthly content planning with scripts for each Reel and carousel, aligned to the 3 pillars and seasonal opportunities in the architecture market.
Production
On-Site Filming & Editing
Shot all video content at Studio Mura's projects and office, then edited with intentional pacing, transitions and sound design to match the brand's aesthetic.
Publishing
Posting & Community Management
Managed all publishing, captions, hashtag strategy and audience engagement to maximize reach and build community around the brand.
The Real Win
CLIENTS FOUND THEM
THROUGH
INSTAGRAM.
The ultimate proof of a working social media strategy: multiple contract closings directly attributed to Instagram. Not just followers or views — actual paying architecture clients who discovered Studio Mura through the content I created.
With a low-volume posting contract, every piece of content had to work harder. And it did. The 92.8% non-follower view rate proves the content consistently reached new, relevant audiences.
View @studio.mura ↗The Results
What a focused strategy
delivers.
"In architecture, trust takes time to build. The content strategy I developed for Studio Mura wasn't about going viral — it was about making the right people feel like they already knew and trusted Rafael and Mariana before ever reaching out. That's when Instagram becomes a real business tool."
WANT RESULTS
LIKE THESE?
I build brand positioning and video content strategies that turn Instagram into a real client acquisition channel.