At Dulcedo, a rebrand was always going to be more than a launch day. It’s the story we tell leading up to it, the way we build anticipation, and the moments we create for our community to lean in with curiosity. That story was crafted through close collaboration between the social media team (Social Media Manager + Head of Talent Development & Marketing) and our Graphic Designer, working together to bring every teaser to life. For our invite-only launch event, these teasers became part of a deliberate social strategy designed to spark excitement and carry momentum into the August 28th celebration.
Setting the Tone: “Something Iconic is Coming”
One week before launch, we introduced our new identity with a sleek two-image carousel. The simple but bold message, “Something Iconic is coming”, was paired with our updated branding, first against a black background, then white. Minimalist, modern, and unmistakably fresh, the teaser garnered nearly 40,000 views and strong feedback not just from Dulcedo creators and talent, but also from voices outside our network eager to know what was next.
Rebranding is great, can't wait to see what's new
A Modern Countdown
We eagerly followed with a countdown, the only board request. Rather than a static graphic, the social team leaned into a Reel format, a decision that felt more aligned with our refreshed branding and audience expectations. Clean, dynamic, and visually on-brand, the piece resonated immediately. With 13,000 views, its engagement rate told the real story, with higher comments and sends than any other teaser.
A Playful Puzzle: The Word Search
On launch day itself, we gave followers something more interactive: a custom word search that soft-launched key values of our rebrand. Phrases like “Elevate People” and “Talent First” were woven into the puzzle, with a swipe-to-reveal answer key. The post quickly became our most-viewed teaser, crossing 42,000 views and sparking conversation. The response from clients and talent was overwhelmingly positive.
Best team to do it!
Stories That Intertwined
On the day of the event, we extended the strategy into Instagram Stories across all vertical accounts. By creating slightly different POVs tailored to each branch, from influencer to sports to modeling, we built interwoven but distinct narratives.
Over 100 people organically reshared the content to their Stories—leveraging their networks in Montreal and beyond—which created a powerful ripple effect and turned the moment into a great space for organic engagement. This approach boosted cross-account visibility, encouraged followers to discover new Dulcedo verticals, and showcased the unique identity of each team, all while celebrating a shared milestone.
Previewing the Website
To close the teaser series, the following day, we released a video tour of the new website, created by our in-house graphic designer. Sleek, modern, and intentional, it offered a first look at the digital home of our new brand era. While attendees at the launch event had already seen the preview in person, posting it to socials gave our broader community the same moment of clarity: a visual answer to the anticipation we had been building. What does Dulcedo’s rebrand actually look like? Why does it matter? This post delivered that reveal, and the feedback reflected the excitement and eagerness we hoped to spark.
Why It Worked
The key wasn’t just in posting teasers, but in sequencing them strategically, each piece carrying momentum into the next. Announcing big talent moments and dream collaborations alongside this rollout only amplified the impact, ensuring our rebrand wasn’t just noticed but understood and seen as a major milestone.
Most importantly, none of it would have been possible without cross-collaboration. At Dulcedo, collaboration sharpens every strategy, making each piece more intentional and more reflective of the new era we’re building.
For our team, the process was an opportunity to bring Dulcedo’s new identity to life in real time. And in the end, the results spoke for themselves: higher engagement, meaningful feedback, and a community excited and ready to step into this next chapter with us.
