The Boundary SW6

Anyone choosing where to spend Friday night looks at the pictures first, so the feed was doing the work of a front door.

The Boundary SW6 is a gastro pub on the King's Road in Chelsea, busiest on match days, live music nights and Sunday lunch. Its Instagram had none of that in it, running on generated pints and ornamental templates instead. Real photography was the first fix, so we shoot at the pub around what is actually on that week, from a new keg going on to the match going up on the screens.

A post design system carries the pub's navy and cream identity across a small set of layouts, sized so the type never sits over the picture. Captions read the way the bar staff talk, short and warm, and end on the practical part, whether that is a kick-off time or how to book a table.

The plan runs a week at a time, with Reels doing the work of finding new people, Stories carrying the daily detail and posts holding the announcements. Reporting is monthly. The case study carries the reach the feed earned and the taps it sent to the website.