Role
Creative Director
Agency
COMBO
* Brand identity
* Logo system
* Typography
* Design system
* Motion guidelines
* Social toolkit
* Event branding
* Digital applications
* Global rollout
As Instagram expanded its investment in creators, the platform needed a visual system that could unify education, product launches, events, and marketing under a single identity. The challenge wasn’t designing a logo. It was creating a system flexible enough to support one of the fastest evolving communities on the platform.
Creators were becoming one of Instagram’s most important audiences, but communications lacked a consistent visual language across products, campaigns, and global markets.
The goal was to establish an identity system that could scale across teams while remaining unmistakably Instagram.
Working closely with the Instagram team, I developed a flexible identity built around a modular logo system, typography, layout principles, and motion-ready components.
Rather than prescribing fixed layouts, the system established clear rules that allowed different teams to create new work while maintaining consistency.
Strong brand systems don’t limit creativity.
They create enough structure that hundreds of people can build new work without the brand drifting over time.
Instagram Creators was an exercise in designing for evolution instead of designing for a single campaign.