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Longwater on Instagram — the playbook

@ L O N G WAT E R P O O L C O EDITION ONE The Instagram playbook. T H E A C C O U N T, T H E L A U N C H T W E LV E , A N D H O W T O K E E P I T DALLAS–FORT WORTH O CTO B ER 2 0 2 6
01 · THE ACCOUNT T H E AVATA R One look, from the avatar down. This is the profile as a visitor meets it on the day the launch twelve are up: the O as the avatar, the bio, one link, five Highlights, and a grid that reads as one picture. The app tile from the identity, unchanged: the small-size cut…
12 11 10 0 2 · T H E L A U N C H T W E LV E Twelve posts, composed as one picture. Numbers are the posting order: 01 goes up first and ends bottom right; 12 goes up last and is the first thing a visitor sees. Every post is 1080 × 1350 (4:5). The profile shows each one at 3:4, 09 08 07 trimming…
03 · THE CAPTIONS What each post says, 01 to 06. Paste each caption under its post as written. The words live in the caption, never in the picture, so a line can change without a new image. Alt text goes in the post's advanced settings. 0 1 · T H E A R R I VA L · T H E W O R D M A R K 0 2 · T H E…
03 · THE CAPTIONS 07 to 12, and the long row. Posts 07, 08 and 09 are one photograph. Each third carries its own caption, because someone who meets one of them in the feed never sees the other two. 0 7 · T H E S H A D E · L O N G R O W, R I G H T 0 8 · T H E T I M E · L O N G R O W, C E N T R E In…
04 · AFTER THE LAUNCH F O U R T Y P E P O S T S , A L R E A D Y B U I LT The row is the unit. Every new post pushes the whole grid along by one. Post one picture at a time and the rows shear; post three together and every row below slides down whole. So the account only ever grows by rows: three…
L I V E OA K S H A D E L E V E L LO N G LOT STEEL PERGOLA U N D E R WAT E R L I G H T S LO P E D LOT Two chaises in the oak's shadow, the pool beside. Long lawn, covered terrace, pool with spa parallel to the house. Blackened-steel shade at the water's edge, the house reflected. The pool lit from…
0 6 · THE VOICE We never sound excited. We sound sure. Longwater writes the way an architect talks about a house: calmly, in specifics, about things that will still be there in twenty years. The pictures carry the beauty; the words carry the facts, the place and the reasons. DO DON'T Write in full…
0 6 · THE VOICE, CONTINUED Lines to reuse. OPENERS The question isn't how it looks in June. A shell has a size. Here's what we do with it. Everything around the water is ours to design. The stone was chosen before the shell was. The factory stands behind the shell. We stand behind the install. ASKS…