Instagram Brand Studio shapes how Instagram expresses itself to the world — through brand systems, visual identity, campaign design, and creative tools that reach billions of people. As Brand Designer for Brand Foundations, you’lll own the strategic design and scaling of Instagram's visual identity system. You will define and evolve how our brand expresses itself — from typography and color to layout systems and multi-channel applications — ensuring coherence and craft across every surface Instagram touches. You'll lead the work of translating brand strategy into tangible, scalable design systems that product teams, marketing partners, and external collaborators can activate. You're a designer who thinks in systems but delivers in craft. You'll cover the full spectrum — from rapid concept sketches to polished final deliverables — and you'll bring creative ambition paired with pragmatic execution. This role requires demonstrated experience in brand/identity design at scale, combining creative direction with systematic design approaches.
Responsibilities
Define and evolve Instagram's brand design system — typography, color, grid, layout, and visual language — ensuring coherence across product surfaces, marketing, and physical touchpoints Concept, design, and deliver brand experiences across digital and in-product applications Develop and maintain scalable identity platforms, templates, and Figma component libraries that enable consistent brand expression across teams Partner with product design, marketing, and engineering to translate business goals and brand narratives into high-craft design solutions Lead complex, ambiguous design projects from strategy through execution — scoping work, managing timelines, and delivering independently Present design strategy to cross-functional leadership, clearly articulating the rationale and influencing brand decisions at the organizational level Provide creative direction and mentorship to designers across the organization, championing design excellence and raising the quality bar Proactively identify systemic design challenges and develop scalable solutions that improve clarity, accessibility, and brand cohesion Be a hands-on designer, contributing directly to projects and modeling high-quality design thinking and execution for the team
Qualifications
Demonstrated ability to lead cross-functional design initiatives and influence creative direction at an organizational level A portfolio demonstrating expertise in visual identity systems, typographic design, layout, and multi-format brand applications Experience defining and scaling design systems across large organizations with multiple product surfaces and brand touchpoints Experience presenting design strategy to cross-functional leadership and articulating design rationale to align diverse stakeholders Experience collaborating with engineering teams to implement brand systems in product Expert proficiency in Figma and Adobe Creative Suite (Illustrator, Photoshop, InDesign) 8+ years of experience in brand design, identity design, or communication design, with a focus on design systems and multi-channel execution Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy review) Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews) Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews) Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements) Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements) Knowledge of UX/UI design principles and how brand systems integrate with product design patterns Motion design experience (After Effects, Cinema 4D) for extending brand systems into motion Experience with creative coding, prototyping, or AI-assisted design workflows Experience designing for global audiences across multiple languages and cultural contexts