Hey, it’s Anum & Fatima here again 👋
Welcome to the second edition of our newsletter! Thank you for reading, it truly means a lot to us.
We’re sisters, software engineers, and builders at heart. Back in May, we finally committed to building our personal brand. We’d tried 2-3 times before, but consistency was always the problem, we’d quit after a month or two. This time, we promised ourselves we wouldn’t stop. And now, here we are in our 4th month of posting, still going strong.
How we got started?
We chose Instagram as our main platform. Instead of running separate pages, we combined our efforts:
Fatima captures pictures, films videos, edits them.
Anum edits photos, writes captions, crafts hooks.
(Fun fact: Fatima hates writing, she’d rather code another app than write captions 😅)
Here’s a look at how our page started vs. how it looks now:
After a month of posting, we realized Instagram expects a lot more than just content:
Aesthetic design matters.
Hooks matter a lot.
Content should feel relatable, not like a lecture.
By July, when things weren’t working, we took a 2-week break to strategize.
How we shaped our style? Here’s what really helped us find our voice and look:
We collected inspiration everywhere, from fonts and doodle styles to layouts, stickers, and the overall vibe of other creators we liked and then mixed what resonated with us into our own style.
Everything is designed in Figma. We kept it simple with just two fonts: Darling Coffee (a free one from Dafont) and Fatima’s own handwriting font.
We also added a preset of doodles and freehand icons inside Figma so we can quickly reuse them.
Since our page is faceless, we wanted a way to show who’s talking. So we created two little avatars to represent each of us. We wrote out the details of what we wanted and generated them in Meta AI chat on WhatsApp.
Finally, we set up templates for carousels and stories in Figma. This made posting way less stressful because we didn’t have to start from scratch every single time.
The best part? People noticed. Comments and DMs show that we’ve solved the initial confusion around our identity. Now it’s clear that our page is run by two developers with a distinct style and that has become our brand identity.
What’s next?
We’re also planning a detailed guide on this topic, because your brand is one of the most valuable assets you can build, it builds trust, attracts inbound leads, and compounds in impact over time.
You can always find us on Instagram: @inthelinesofcode
Until next time,
🥷 Anum & Fatima 👩🎨
P.S. We love meeting people online! Hit reply and tell us who you are, what you do (whether it’s one sentence or your whole story). We read every reply.
