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Issue link: http://digital.canadawide.com/i/1512670
52 B C B U S I N E S S . C A J A N U A R Y 2 0 24 SOCIAL CUES V i c t o r i a B a r/ i S t o c k STATE OF FLUX Our new column profiles some marketing lessons from the best in the game by Alyssa Hirose Vancouver-based Superflux s Instagram is bright, bold and not-too-serious: a perfect representa- tion of the beer company's brand. Hop to it. Neon colours, clean geometry and funky squiggles are hallmarks of Superflux labels. This simple but beautiful snapshot is a 360-degree celebration of design—it's just one example of the elegant product photos the brewery regularly posts. A joint venture with Pepino's Spaghetti House extended Superflux s reach significantly: this collab post appeared on the follower feeds of both the restaurant and the beer company. The classy rodent cartoon doesn't hurt, either. " I always wanted to create beautiful things and beautiful spaces, and home is something that, on some dharmic or karmic level, is what I'm supposed to do." herself by drawing on differ- ent visualization tools, like picturing a literal boundary around her personal energy if she's looking to set boundar- ies. "That allows me to be in a room with others, even when they're in a heightened state," she says, adding that she sometimes prefaces business meetings with group medita- tion—to help everyone drop into the conversation. However, her favourite prac- tices are the ones that help her settle down after high-energy engagements with clients. "You walk out and you feel kind of flustered," she says, "so there's one with a golden sun above you and you imagine pulling your energy back from every- where it went that day, into the sun, and then you pull it all the way into your body and disperse the energy." Deck's personal favourite is a showerhead: "You imagine it bathing you in golden light and it goes all the way down to the earth. It washes away and cleans- es your energy to get back to a resourced and present state." Visual tools like these go a long way to support Deck, who maintains that she was born to be a designer. Originally from Alberta, she moved to B.C. at 18 years old to study ceramics, painting and sculpture at Emily Carr. She launched her first company, an interior decor boutique called Simple, at the age of 26 in Vancouver. "The challenge sometimes with the entrepreneurial com- munity, if you're not in the right group, is that they're just in a state of growing money and business," says Deck, reflecting on two decades of entrepreneur- ship. "You can build incredible wealth from a grounded state. I just think a lot of people don't." After Simple, Deck eventually got her own TV series, Take It Outside, followed by a lot of re- quests from potential clients who wanted her to decorate their homes. She launched Kelly Deck Design in 2005, and now, with a team of 15, she does design work all over the world, but predomi- nantly in Western Canada. "I always wanted to create beautiful things and beauti- ful spaces," she stresses, "and home is something that, on some dharmic or karmic level, is what I'm supposed to do. I really don't think I'm supposed to be anywhere else." 171 likes 695 likes 17 comments 1,735 likes 49 comments User-generated content (UGC) is the ultimate social media manager hack: use content created by your audience to build awesome posts. This screenshot of a humble hot dog-focused email earned a 3.3-percent engagement rate. (That's excellent for an account with over 23,000 followers.)