THE CHALLENGE:
Creators had become one of Instagram’s most important audiences, but communications lacked a consistent visual language across products, campaigns and global teams. The system needed to scale while remaining unmistakably Instagram.
THE APPROACH:
Working closely with the Instagram team, I led the creative direction for a modular identity system built around a flexible logo, typography, layout principles and motion-ready components. Rather than prescribing fixed executions, the system established clear design principles that allowed teams around the world to create new work while maintaining a consistent brand experience.
THE OUTCOME:
The result was a global identity system designed for evolution rather than individual campaigns. By giving teams a shared framework instead of rigid templates, Instagram Creators could grow across products, events and marketing while maintaining a recognizable visual language.
Role
Creative Director
Agency
COMBO
* Brand identity
* Logo system
* Typography
* Design system
* Motion guidelines
* Social toolkit
* Event branding
* Digital applications
* Global rollout