People take pens for granted. They flick them. They chew on them. They forget about them. And that mentality can be a huge problem, especially for a visual medium like social media.

But rather than creatively ignore that mindset, I led a team to embrace it. Because by embracing it, I knew we could play on people’s expectations in a self-aware, relatable, and humorous way.

Words however, were only one part of the equation. So as the creative lead, I — and two talented designers and an art director — made sure that the visuals matched that tone with a bold, colorful, and loud style (not too dissimilar to the tactics employed by candy and fast food).

The results? A socially awkward brand transformed into a social butterfly.