Photo + Video ⋆ Social Media Manager
194% follower increase
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69.5k views
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194% follower increase ⋆ 69.5k views ⋆
Freewheelin' Coffee started life in a 1971 airstream trailer, pouring locally roasted espresso and coffee out of East Austin — an operation built on connection as much as coffee, with friendly service, adventurous house-made flavors, and a genuine love for community.
The Setup
Freewheelin' needed a consistent photo and video presence — and a social feed that actually matched the brand. Posts were sporadic, there was no content strategy in place, and the owner wasn't spending much time on socials himself.
I stepped in to build that consistency: developing a content rhythm, shooting regularly, and shaping a feed that felt curated rather than one-off. Once Meg Burk designed Freewheelin's brand kit, my role expanded to bringing that identity to life on camera — carrying the fonts, colors, and overall energy through into every photo and video so the brand felt cohesive from the shelf to the feed.The neighborhood was already saturated with coffee shops, so blending in wasn't an option. Instead of leaning on standard coffee content, I built out a DIY syrup and baking style series — content that gave Freewheelin' its own lane and a reason to stand out in a crowded feed.The Work
Brand identity translation — applying Freewheelin's brand kit (fonts, colors, energy) across photo + video
Feed curation + content strategy
Social media management
Photo + video production across menu launches, events, and brand storytelling
The Shoots
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Cozy Mornings
Lifestyle content capturing the in-shop experience — coffee, food, and the slow-morning feel that makes people want to be there.
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Team Photos
Candid portraits of the people behind the counter — the faces that make a neighborhood coffee shop actually feel like one.
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Menu Photos
Clean, crave driven shots built for third-party delivery platforms — photos that had to sell the drink with zero context beyond the thumbnail.
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Exterior Photos
Storefront and signage photography that gives the brand a sense of place — the kind of shots that make people want to actually walk in.
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Spring Menu Promotion
Bright, sun-drenched styling for the spring lineup — leaning into the seasonal shift with lighter tones and an outdoor setting.
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Team Player
A concept photoshoot built around the pickleball craze — leaning into lifestyle and community over straight product shots, styled to feel like a scene, not an ad.
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Fall Menu Promotion
Seasonal flat lay styling for the fall menu drop — cozy tones, ingredient callouts, and handwritten menu details to set the mood.
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Freewheelin' x Bawi
A cross-brand shoot pairing Freewheelin with Bawi — content built to introduce each brand's audience to the other, styled to feel like a genuine collab, not a sponsored post.
Featured Reels
Cafe Series
A multi-part reel series built to push excitement for their winter menu — including a community vote where followers helped decide the seasonal menu. Series like this keep people coming back to the feed, not just scrolling past it once.
Feed Curation / SMM
Before
The original feed, photographed and posted before I came on — solid individual shots, but no unified system tying them together.After
Once I took over, I built the feed around a livelier, more intentional identity — enforcing the brand kit across every graphic, and shooting with custom presets I built specifically for Freewheelin's colors. Every post, whether a candid shot or a promo graphic, now reads as one consistent brand instead of one-off content.The Results
Freewheelin' grew from 1,100 to 3,232 followers in one year — nearly 194% growth, organic, zero paid advertising. But the numbers were only part of it. The custom presets and enforced brand kit brought Freewheelin' to life online in a way it hadn't been before — consistent, colorful, unmistakably them. Promotional items saw a real bump in sales, and TikTok brought in crowds the shop had never seen before it had an account. To this day, Freewheelin' regularly hears from customers and followers who say they love the social media and the branding — proof the identity built online actually became part of how people know the brand. That momentum followed them offline too — from a single airstream to two trucks, and now into their next chapter: a brick-and-mortar space, opening under a new name, Neck of the Woods Cafe.