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Crew Café
©
2026
Hospitality
Montréal, Canada
Crew was evolving. From coworking café to proper food destination. The Instagram needed to make that same leap.
About
Crew Collective & Café is a Montréal institution. Part coworking space, part café, part bar. When they came to me they were in the middle of a brand evolution, moving away from their coworking identity toward a proper food and hospitality destination. The Instagram needed to move with them.
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Overview
Crew needed more than better content - they needed a new visual language for their feed. The account was polished but lifeless, built around professional photography that showed the space without showing the soul of it. The goal was to reposition Crew as a food destination in Montréal while building a community that actually engaged with the brand. That meant a full strategy overhaul, a new content direction, and campaigns that gave people a reason to show up.
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Challenge
The existing Instagram looked beautiful in a generic way. It was clean, beige, forgettable. It showed a space, not a story. As Crew expanded its food offering and began attracting a different kind of customer, the content wasn't reflecting who they were becoming. There was no live content, no personality, nothing that made someone stop scrolling and feel like they were missing out on something.
Solution
Human-first content
Bartender videos, staff-led reels, and talking-head style content put real faces at the centre of the brand. People don't connect with spaces, they connect with people.
From polished to alive
We moved away from solely professional photography and introduced consistent live iPhone content - the café in action, food being prepared, bartenders doing their thing.
Content built around the right audience
We identified a target audience of 80% tourists and 20% locals and built every piece of content with that in mind. The hooks, the locations we highlighted, the way we framed the space - all of it was intentional, designed to resonate with exactly the people Crew wanted through the door.
Result
Increased Engagement
In three months, the account reached over 1 million views. Engagement grew by 315%, reflecting not just increased reach but a genuine shift in how people were connecting with the brand.
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