Ten clients, ten brand kits, one workflow

The challenge

Northwind manages social for ten B2B clients with a team of four. Content was produced by a mix of in-house designers and freelancers using shared templates that drifted over time. Brand inconsistencies slipped through, approvals lived in email, and margins on social retainers were thin because so much time went into production.

The approach

1. A workspace per client. Each client got its own workspace with a locked brand kit — logo, palette, fonts, tone of voice and a list of banned phrases.
2. Briefs from the content calendar. Account managers write one-line briefs straight from the monthly plan; Tapost generates LinkedIn, X and Facebook variants for each.
3. Client approvals in-app. Clients review, comment and approve without leaving the workspace. Nothing publishes without sign-off.

The results

Production time fell to about four hours per client per month. In six months, no off-brand post has shipped. Because production costs dropped, retainer margin rose 28% without raising prices — and Northwind added two clients without hiring.

What’s next

Northwind is rolling out carousel-first thought-leadership series for three clients, doubling down on the formats their own reporting shows are working.