By Zavian | Content & Storytelling, Signal & Strategies
Department: Content & Storytelling
Consultant: Zavian
Agency: Signal & Strategies
Case study: John Logan, Off-Campus
Platform: Instagram
The consultation: From hockey player to recognisable personal brand
1. Understanding the challenge
John Logan already has the foundations of a compelling personal brand: a strong sporting identity, a recognisable personality, and relationships that provide opportunities for engaging storytelling.
However, if I were managing his Instagram account, I would not rely exclusively on hockey photographs, game updates, and occasional lifestyle posts.
Those formats can attract attention, but a personal brand needs a consistent identity that audiences can recognise beyond individual posts.
My recommendation is to position Logan’s account around a broader narrative: the person behind the hockey player.
This would allow us to maintain his sporting identity while introducing the humour, friendships, everyday experiences, and personal growth that make his character interesting.
The objective is not to manufacture a personality for Logan. It is to communicate his existing character through a more intentional content strategy.
2. Our recommended approach: Four content pillars
I recommend structuring the account around four content pillars, each with a distinct purpose within the wider brand strategy.
Pillar 1: Beyond the Jersey
This pillar would humanise Logan’s public image by showing aspects of his life outside hockey.
Recommended formats include lifestyle photographs, casual photo dumps, behind-the-scenes moments, and short-form videos documenting everyday routines.
The strategic objective is to help audiences connect with Logan as a person rather than exclusively as an athlete.
Pillar 2: The Logan Chronicles
This pillar would focus on personality-led storytelling, humour, friendships, and team culture.
I would introduce recurring Instagram formats, such as teammate stories, candid moments, and humorous observations from everyday life.
Recurring series can establish familiarity and give followers a recognisable reason to return to the account.
Pillar 3: The Side He Doesn’t Show
This pillar would introduce a more reflective dimension to Logan’s personal brand.
Content could explore lessons learned through sport, meaningful relationships, personal development, and moments that invite thoughtful conversation.
The emphasis would remain on authenticity and consent. We would not manufacture vulnerability or encourage Logan to share experiences he would prefer to keep private.
Pillar 4: Life Between the Lines
Hockey would remain central to Logan’s identity, but this pillar would present the sport within a broader lifestyle narrative.
Recommended content includes training sessions, game-day preparations, team celebrations, competition, and the work behind sporting achievements.
This ensures the account continues to serve audiences interested in hockey while supporting the wider personal branding strategy.
3. Creative recommendation: An Instagram carousel campaign
I recommend launching the strategy with a seven-slide carousel titled:
“You Know the Hockey Player. But Do You Know Logan?”
The carousel would introduce Logan’s broader identity and establish the direction of the account.
For the visuals, I would use authorised stills from the Off-Campus television adaptation featuring Antonio Cipriano as John Logan. These would be integrated into a consistent editorial design rather than replaced with generic hockey photography.
Proposed carousel structure
Slide 1: The opening hook
“You know the hockey player. But do you know Logan?”
Use a strong show still featuring Logan, with a bold headline and minimal supporting text.
Slide 2: Beyond the Jersey
“There’s a life beyond game day.”
Use a suitable casual still to introduce the lifestyle dimension of his account.
Slide 3: The Logan Chronicles
“Some stories don’t belong in the highlight reel.”
Use an authorised ensemble or behind-the-scenes still where available to introduce humour, friendship, and team culture.
Slide 4: The Side He Doesn’t Show
“There’s more to the story.”
Use an expressive character still to establish a quieter, more reflective tone.
Slide 5: Life Between the Lines
“The game is part of the story. Not the whole story.”
Use a hockey-related still to reconnect the wider narrative with Logan’s athletic identity.
Slide 6: The strategy in one frame
“Four pillars. One personality.”
Present the four content pillars in a clean graphic layout, supported by small visual references from the show.
Slide 7: The audience invitation
“What would you like to see more of?”
Invite followers to share which aspects of Logan’s life and personality they would like the account to explore.
The carousel should feel like a connected story, with each slide revealing a different dimension of the same character.
4. Visual direction and brand consistency
I recommend a dark, editorial visual identity that complements the show’s imagery without competing with it.
The creative direction would include:
- A restrained palette of charcoal, white, and one accent colour.
- Consistent typography and headline placement.
- Authentic show stills as the primary visual assets.
- Minimal copy on each slide to preserve readability.
- Consistent branding and slide numbering.
- Appropriate image descriptions and accessible text contrast.
The carousel would use a portrait 4:5 format, such as 1080 × 1350 pixels, with each slide reviewed on mobile before publication.
Before production, the selected stills would need to be sourced from authorised materials, with usage rights checked for the intended website and social media placements.
5. How the content would be produced
A successful strategy requires a repeatable process rather than a collection of disconnected creative ideas.
I would recommend the following workflow.
Phase one: Brand discovery
Establish Logan’s preferred voice, audience, interests, boundaries, and objectives. Develop a short brand voice guide to ensure the account remains recognisable across different formats.
Phase two: Content planning
Build a two-week pilot calendar using all four pillars. Select suitable formats, define the purpose of each post, and identify the assets required for production.
Phase three: Collaborative creation
I would lead the narrative development, content structure, creative direction, and editorial review. Logan would contribute personal insights, relevant experiences, photographs, and feedback.
This division of responsibilities would allow the content to remain strategically consistent without losing his personality.
Phase four: Publication and engagement
Publish the planned content, monitor audience responses, and identify which formats generate meaningful interaction.
The initial schedule would be treated as a test rather than a permanent rule. Posting frequency would be adjusted according to available material, audience response, and Logan’s commitments.
Phase five: Performance review
Review results at the end of the pilot and use those findings to refine the next content cycle.
6. Measuring the results
I would evaluate the campaign using a combination of quantitative metrics and qualitative feedback.
| Objective | Indicators |
|---|---|
| Increase discoverability | Reach, non-follower reach and profile visits |
| Encourage meaningful engagement | Shares, saves and relevant comments |
| Strengthen brand recognition | Audience feedback and recurring engagement |
| Improve content effectiveness | Performance by pillar and format |
| Encourage continued interest | Profile-to-follow conversion and repeat interaction |
I would establish a baseline before setting numerical targets. This would prevent us from choosing arbitrary benchmarks and allow us to evaluate progress against the account’s actual performance.
Importantly, I would not judge success exclusively by likes or views. The purpose of the strategy is to create a recognisable identity and a meaningful connection between Logan and his audience.
7. Final recommendation
My recommendation is to position John Logan’s Instagram as a personality-led lifestyle and sports account supported by a consistent storytelling framework.
The four content pillars would give the account structure. The carousel would introduce its creative direction. A collaborative production process would keep the content authentic, while ongoing performance reviews would guide future decisions.
This approach would allow Logan’s account to evolve without losing the qualities that make his character recognisable.
The principle guiding the strategy is straightforward: we are not creating a personality for the audience to consume. We are communicating a character the audience has a reason to follow.
That is how I would approach John Logan’s personal brand through the Content & Storytelling department at Signal & Strategies.
Zavian
Content & Storytelling Consultant
Signal & Strategies