Gelato -Community Build
Building a global creative ecosystem through storytelling, education, and community
The Brief
As Gelato grew its global footprint, it became clear that creators needed more than tools to print and fulfil products, they needed inspiration, guidance, and a sense of community. Our social channels were fragmented, educational content sat across different teams, and there was no single space that brought Gelato’s creative audience together.
The goal was to build a platform that helped creators learn, grow, and connect, turning engagement into long-term brand affinity
The Work
I led the positioning and narrative for Gelato Create, shaping how Gelato shows up for its global creator community. The ambition was to build a creative home, a destination for insight, education, and storytelling that could help entrepreneurs scale with confidence.
We defined the platform architecture, editorial strategy, and tone of voice. Content centred on creative empowerment: trend explainers, design guidance, success stories, and behind-the-scenes insight into what it takes to build a sustainable business using Gelato’s network. We partnered with designers, educators, and high-performing sellers to bring real expertise and authenticity into the ecosystem, ensuring the platform felt both aspirational and practical.
We launched TikTok with a creator-led incubator, introduced recurring series such as Monday Motivation and Meme It Together, and used Instagram Broadcast Channels to deepen engagement with loyal creators.
Finally, I brought organic and paid teams together under one system, using creator content and amplification budgets to scale reach efficiently.
The Outcome
Within a year, Gelato’s social ecosystem delivered sustained double-digit growth in reach and engagement. TikTok became a new discovery engine, Instagram regained momentum, and LinkedIn emerged as a credible B2B storytelling channel.
More importantly, social became Gelato’s daily brand expression — human, creative, and connected — transforming from a support function into a core part of the company’s identity.