Case study · Lecadre
Turning customer service, craft and care into content.
Fang handles the digital communication for Lecadre, a frame shop in Copacabana, translating the care of an artisanal framing studio to social media through strategy, photography, video, design and copywriting.
The challenge
Bringing online the experience that starts at the counter.
In the shop, every piece is examined carefully: materials, colors, finishes, types of glass and the story behind the object. The communication needed to show that expertise without turning into just a catalog of ready-made frames.
Educating without getting too technical
Turning conservation, glass, mat boards and finishing choices into accessible content.
Showing people and process
Bringing the audience closer to Aline, the customer service, the workshop and the decisions behind each result.
On video
At Lecadre, the best proof is seeing the process happen.
Videos help turn real questions, curious pieces, behind the scenes and team explanations into content that brings the in-store experience closer to people who follow Lecadre online.
Fang’s role
Content built from the reality of the business.
Planning
Topics and formats built from projects, services, customer questions and the shop’s routine.
Social media management
Calendar organization and presence on Instagram, TikTok, Facebook and YouTube.
Photo and video
In-store filming, capturing artworks, frames, processes, customer service and behind the scenes.
Editing
Reels and vertical videos designed to explain, show transformations and keep a visual rhythm.
Design
Carousels and graphic pieces aligned with Lecadre’s visual language.
Copywriting
Titles, captions and hooks that make the content more relatable and easier to understand.
Content pillars
A frame shop can talk about much more than frames.
Customer service
Explanations and choices presented by the team itself.
Education
Conservation, finishes, types of glass and solutions for different pieces.
Stories
Sentimental objects, artworks, jerseys, prints and pieces with personal meaning.
Art and artists
Content about artworks, techniques, screen prints, engravings and visual references.
Behind the scenes
The workshop, materials and steps that usually stay out of the customer’s sight.
Local presence
Content that reinforces Copacabana and Rio de Janeiro as part of the brand’s context.
Results
A digital presence closer to the in-store experience.
Work
Photography, process and design.
Your business
Technical know-how can also become interesting content.
Fang helps local businesses turn customer service, routine, expertise and differentiators into a digital presence with identity.
