— Door 02 · Show, don't tell
Content for the relaunch, actually produced.
Most applications say "proficient in Canva." This door shows the work: three real Canva designs I built for DOF's relaunch in your own aubergine, rust and chartreuse — each a genuine Canva file. Then the system around them: a 30-day relaunch content calendar, a shoot-to-publish production pipeline, and caption + newsletter samples in the house voice. This is concept work for the application — not DOF's official campaign — but it's real, and it's how I'd run the content engine from day one.
— 01 · Real Canva designs
Three pieces, built in your palette
Each is a real Canva design I generated and produced for this application, in DOF's editorial-noir world: warm near-black, aubergine, rust, and chartreuse as the sharp accent. Open any of them in Canva.
● Real Canva file
Instagram · 4:5 · Relaunch teaser
Reintroducing DOF
The whisper before the launch — chartreuse serif on noir, "Department of Finery." A grid-anchor post to seed the relaunch and reset the brand line.
Open in Canva →
● Real Canva file
Instagram · 4:5 · Craftsmanship
Made in Italy, Always
The story pillar — "intentionally produced in limited quantities." Craft and scarcity are DOF's real differentiators; this turns them into a recurring content beat.
Open in Canva →
● Real Canva file
Instagram · 4:5 · Product spotlight
Bettina · the hero
A product-spotlight tile for the Bettina boot using DOF's own line, "the statement boot for all seasons." The template every signature silhouette drops into — Claudia, Cecilia, Leona, Lily.
Open in Canva →
Why this matters: these aren't mockups in a slide — they're real Canva files produced in this session, sized for Instagram (1080×1350), in DOF's verified palette and using DOF's real product names and taglines (Bettina · "the statement boot for all seasons" · Made in Italy). The eye, the brand discipline and the production speed are all visible before we ever meet. On a 12–15 hour retainer, this is roughly 20 minutes of work.
— 02 · The first 30 days
A relaunch content calendar
Not "post more" — a rhythm. Four weeks of the relaunch run-up, balanced across hero moments, product spotlights, craftsmanship story, community/UGC and email. Roughly one feed post a day plus stories; the colour shows the pillar.
Mon
Tue
Wed
Thu
Fri
Sat
Sun
01Hero"Reintroducing DOF" teaser
02CraftMade in Italy — atelier close-ups
03ProductBettina spotlight
04CommunityReel: styling the boot 3 ways
05EmailEDM: "The house, reintroduced"
06ProductThe Evening Edit — Cecilia
07CommunityStory poll: which silhouette?
08HeroCountdown: 7 days
09CraftMaterial story: Vitello & python
10ProductClaudia in aubergine gloss
11CommunityReel: founder voice / the why
12EmailEDM: early-access list
13ProductLeona python carousel
14CommunityUGC repost + tag round-up
15HeroRelaunch day — campaign film
16ProductNew Arrivals — full drop
17CraftBehind the relaunch shoot
18CommunityReel: first orders / unboxings
19EmailEDM: it's live + bestsellers
20ProductMost Loved — social proof
21CommunityStory Q&A: sizing & care
22ProductLily & Margot pairing
23CommunityInfluencer collab — first looks
24CraftLimited-quantity story
25ProductThe Evening Edit film
26EmailEDM: editor's edit
27HeroMonth recap Reel
28CommunityReview highlights carousel
29ProductRestock / back-in tease
30EmailEDM: what's next + VIP
Hero / relaunch
Product spotlight
Craftsmanship
Community / UGC
Email (Klaviyo)
— 03 · How it gets made
Shoot-to-publish production pipeline
One repeatable flow from idea to live, with the weekly report feeding the next cycle. Chartreuse = I own it end-to-end; rust = where I pair with you, talent and a photographer.
01
Plan
Pillar-based calendar, shot list and briefs drawn from the relaunch strategy. Each post mapped to a goal.
Khalid owns
02
Capture
Founder-led and talent on camera; product and detail footage. I direct, frame the simple shots and run the day.
Pair: founder · talent · photographer
03
Produce
Edit in CapCut, lay out in Canva & Figma, resize into every format, write captions & EDMs in voice.
Khalid owns
04
Publish
Schedule across Instagram, TikTok, Pinterest & LinkedIn; sync the Shopify site & Klaviyo; engage comments & DMs.
Khalid owns
05
Report
Weekly metrics → what drove engagement & conversion → next week's plan. The loop closes.
Khalid owns
— 04 · The house voice
Captions & newsletter, written in voice
DOF's voice is quiet luxury — restrained, tactile, Italian. Here's how I'd write it. Sample copy for the application, not published DOF content.
Instagram caption · Bettina
The boot you reach for in every season, and never quite take off.
Bettina, in black Vitello — cut and finished by hand in Italy, made in the small numbers that let us obsess over every seam.
#MadeInItaly #DepartmentOfFinery #DOFStudios
Bettina, in black Vitello — cut and finished by hand in Italy, made in the small numbers that let us obsess over every seam.
#MadeInItaly #DepartmentOfFinery #DOFStudios
Klaviyo EDM · relaunch
Subject: The house, reintroduced.
For a while we've been quietly reworking what DOF is. Same Italian hands. Same intentional, limited runs. A clearer world to step into.
Early access opens to this list first — because you were here before the relaunch.
Enter the new DOF →
For a while we've been quietly reworking what DOF is. Same Italian hands. Same intentional, limited runs. A clearer world to step into.
Early access opens to this list first — because you were here before the relaunch.
Enter the new DOF →
Honest note: Everything here is concept work produced for my application — real Canva files, a real calendar and pipeline, sample copy — but not DOF Studios' official campaign, assets or data. Product names, taglines and palette are drawn from DOF's public website for authenticity. Prices and any figures are indicative. The on-camera and high-fashion-shoot craft is shown as a pairing (founder · talent · photographer) because I'm honest that I work behind the lens — see Door 01 for the full fit map.