welcome to smal

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It’s not a misspelling. Smal is the Swedish word for narrow. Or thin.

But more than a literal definition, it’s an idea. A big one.


Minimalism is the intentional focus on things we value most and the removal of everything that distracts us from it. It's not new — it was pioneered in the nineteen thirties — a Scandinavian aesthetic style emphasizing clean lines and simple designs, inspired by the nordic countryside. Functionally, it promotes simpler, smal-er ways of being. It’s the belief that minimal elements can produce maximal effect. A belief that I hold close.


As a social media and digital marketing professional, I don’t do less. I do more with less.

 
 
 

MY VISION

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Bringing minimalism to your big ideas keeps us focused, efficient and honest.


What was once simple and brilliant often becomes mired in increasing complexity. Clients tend to ask for more — more elements, more words, more pages — and they want it in less and less time. The end result falls far short of the original promise. Instead, I work Smal. I peel back the complexity and focus on the idea rather than the deliverables, helping you discover the best way to bring your vision to life. I’m not afraid to tell you what you need, and more importantly, I’m not afraid to tell you what you don’t. Together, we’ll strip out the fluff and waste to create a genuine, unfiltered connection with a loyal audience rather than an impressive (but ultimately hollow) number.


"In an increasingly unpredictable world moving ever more quickly, a detailed map may lead you deep into the woods at an unnecessarily high cost. A good compass, though, will always take you where you need to go."

-Ikigai

 
 
 

SMAL Services

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STRATEGY

Good strategy is the foundation for good business. Let’s clearly outline your goals and determine how content will help you get there.

 
 
 

PLANNING

A schedule helps everyone stay on track and simplifies the day-to-day process. We’ll create a customized calendar and posting plan that matches your social media goals, including account monitoring, fan engagement, paid campaigns, and/or sponsored posts.

 
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ANALYTICS

As we implement the strategy and posting plan, we’ll periodically dive into your posting performance. These reports will help optimize your strategy and trim unnecessary efforts that aren’t resonating with your fans, allowing you to more effectively spend your budget.

 
 
 

EVENT COVERAGE

Together, we’ll elevate your event with a detailed plan of how it will play out on your social feeds. Smal can plug in to help hype the event, cover the day-of, and recap it afterward. While you’re running the show, I’ll capture all the details together with any key vendors like event planners or photographers.

 
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PROJECT MANAGEMENT

I’ll oversee all marketing and digital projects to ensure they are continually optimized and completed on time, allowing you to more fully focus on your brand.

 
 
 

who we are

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I’M MEL

A social media and digital marketing professional with an agency background... and plenty of stories about my time in Sweden.

To read more about Mel’s approach to social media and more, visit Living Smal.

 
 
 
 

What's new at SMAL

 

 

IT TAKES A SQUAD

I keep things simple by partnering with a network of stellar freelancers who will help bring your ideas to life.

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MINDY Office AssistanT
conference call interrupter

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MAGGIE @ Hello Gypsy
Design, BRAND STRATEGY, and more

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meg copywriter
Copywriting, content strategy, and more

 
 
 

GET IN TOUCH

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Contact

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