Haiyan Fu, Content Creator.
Working with Haiyan asked me to hold a transformation.
For years, her online presence had been built around family, the image of a shared life and story. Then her life changed abruptly: a separation arrived, and with it, the need to step out of that familiar frame and be seen for who she was beyond it.
Not just a mother, but a young woman and a creative professional, learning how to hold all of those identities without letting one dilute the others.
How do you move from being perceived as “Digital Modern Familty” to becoming a woman people can recognize in her full complexity?
How do you evolve publicly without feeling like you are betraying your own past and the community you’ve been building?
Together, we made room for a brand new, honest online presence to take space.
My role in this collaboration moved between talent management, creative direction and communication strategy. I helped her shape the transition online, while she was embracing the courage to stop performing just one version of herself and allow the new, wholesome one to be seen.
Throughout the years, her online presence has been inspiring and empowering plenty of single moms all over Italy. Slowly but steadily, she built a tribe, growing her community from 200.000 to over 300.000 follower.