Proudly Odd
The Project
Role: Student Designer
Project Type: Social Media Brand Campaign
Tools: Indesign, Illustrator
Year: 2025
As a part of my Social Media Practice and Techniques course for my Master’s program, I was able to develop a social media brand campaign for the clothing brand Oddli, titled “Proudly Odd”.
Proudly Odd is a month-long Pride campaign designed to elevate Oddli’s reputation as an inclusive and sustainable fashion brand. Oddli, known for its colorful garments and transparent brand voice, provided a foundation for this initiative, which centers around the message that being different—being “odd”—is something to celebrate. Through curated visuals, targeted paid advertising, and community-centered tactics, this campaign not only serves to amplify queer joy during Pride Month but also reinforces Oddli’s mission of sustainable, expressive fashion year-round.
Introduction
Oddli is more than a clothing brand, it’s a creative movement grounded in authenticity, sustainability, and community. What first drew me to Oddli was not only its colorful patchwork ColorGrid pieces but its humanized approach to branding. From behind-the-scenes reels of the founders sewing garments themselves to using Close Friends features to create intimate drops, Oddli stands out for its transparency and bold rejection of fast fashion norms.
The purpose of this campaign, “Proudly Odd,” is to harness the brand’s already strong community-based voice and apply it to a Pride-centered initiative. Through a month-long, multi-platform activation, the campaign will spotlight LGBTQ+ voices, build momentum around a limited-edition Pride ColorGrid swim drop, and reinforce the message that being comfortable in who you are—and who you want to be—is a radical act of joy. This campaign not only enhances Oddli’s inclusive image but expands its visibility in an authentic and purposeful way.
Social Media Audit
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Instagram (75K+ followers): Vibrant feed with consistent ColorGrid visuals, closeknit UGC reposts, strong product photography, and intimate behind-the-scenes content. The Close Friends feature is used strategically to build insider loyalty.
TikTok (130K+ followers): High-performing voiceover storytelling (often 1M+ views) showing production processes, various styling, and Oddli’s day-to-day ethos. User duets and community-led content thrive here.
Facebook (47 followers): Less active than other platforms, but still used to cross-post key Instagram content and announce product drops or campaigns. The tone remains consistent with Oddli’s brand voice. While engagement is lower here, the platform provides a searchable archive of past launches and a touchpoint for older audiences or Facebook-native shoppers.
Email Marketing: Strong voice and visual consistency; drops are teased via email before Instagram or TikTok. These convert well, especially to Oddli Club members.
Brand Voice: Relatable, down-to-earth, and radically transparent. Oddli doesn’t rely on high-production gloss, instead, it shows the messiness of creativity, which deeply resonates with Gen Z.
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Despite their strengths, several opportunities exist for Oddli to expand its digital footprint and impact. Their LinkedIn presence remains very limited, representing an untapped platform for sharing their mission, conducting founder interviews, and highlighting sustainable practices. Facebook also presents a growth opportunity; currently, it features low-frequency posting that often mirrors Instagram content with less engagement. This platform could be more effectively leveraged for cross-generational storytelling and promoting events. Finally, there is a noticeable absence of public-facing campaigns tracking LGBTQ+ inclusion or showcasing sustainable impact statistics. Developing visual impact graphics and community spotlights in these areas would offer significant value and further reinforce their brand values.
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As you begin to analyze the followers on Instagram and TikTok, you’ll notice the demographics and user habits are different on each one. In order to find success on each social platform, it’s important to cater each post on each site to its designated audience.
In general, across all sites, Oddli’s audience is primarily Gen Z and Millennial, with strong values around inclusivity, sustainability, and self-expression. Oddli’s customers often choose brands that reflect personal ethics and uniqueness.
Instagram caters to a primarily Gen Z and Millennial audience. For this audience, it may be more valuable to use trendy hashtags, viral sounds/songs (on videos), and captions that are trendy and cater to personal ethics and uniqueness.
TikTok consists of a slightly younger Gen Z audience (16-25 years old). This audience heavily engages with usergenerated content (UGC) and trend challenges. To keep them engaged, prioritize short, visually driven videos, popular sounds, and clear calls to action for participation in trends.
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Age Range: 16-30 years old
Location: Urban, coastal U.S. hubs (NYC, LA, Austin, Portland)
Gender Identity: Fluid and inclusive
Behavior: Actively shop online, prefer ethical/sustainable brands, engage with user generated content and trend challenges, use Instagram and TikTok heavily for inspiration
Follower Personas
Jules
Age: 19
College Student
Sofia
Age: 24
Marketing Manager
Leo
Age: 27
Illustrator
Campaign Strategy: Proudly Odd
The “Proudly Odd” campaign for Oddli is rooted in a profound celebration of identity and authenticity, directly addressing the core ethos of our brand while offering a genuine alternative to allyship during Pride.
The “Proudly Odd” campaign will unfold as a dynamic, month-long celebration designed to feel intimate, authentic, and deeply personal. Our creative strategy is built on showcasing the human element of “oddness” through genuine narratives and visually rich, unpolished moments.
Including
Intimate Visuals & First-Person Narratives: The core of our creative concept revolves around raw, “IRL moments” and compelling first-person stories.
TikTok Voiceover Storytimes: Leveraging TikTok’s native storytelling format, we will feature queer individuals sharing their journeys of embracing their “oddness.”
Instagram Carousels: Our Instagram strategy will focus on visually engaging carousels featuring diverse queer stylists.
Sample Posts
UGC Instagram Carousel
Featuring customers showing how they proudly wear their new ColorGrid Swim drop
BTS ColorGrid Swim Sketches
Showing the process and intention behind the pride collection, from the very beginning
User Generated Content
Customers can show off their new swim collection in videos like “Get Ready with me’s, voiceovers and more
The Impact
Although this campaign is merely an example, I developed success metrics to measure the productivity of the campaign and its assets.
As developed for my Social Media Practice graduate course, my campaign was selected by Quinnipiac University to be published on the Quinnipiac University website under the Career and Experiential Learning Lab’s featured student projects.
To view the full campaign: