Brand Design Systems Lead — Identity and Brand

Instagram; San Francisco (CA); On-site; USD 149,000 - 209,000; Full time

Job summary

Instagram Brand Studio is seeking a Brand Designer for Brand Foundations to own the strategic design and scaling of Instagram’s visual identity system. You’ll define typography, color, grid, and layouts to ensure coherence across product surfaces, campaigns, and touchpoints.

From concept sketches to polished deliverables, you’ll lead scalable design systems, partner with product, marketing, and engineering, and mentor designers.

Qualifications

• Lead cross-functional design initiatives at organizational level.
• Portfolio demonstrating expertise in visual identity systems and multi-format brand applications.
• Experience defining and scaling design systems across large orgs with multiple surfaces.
• Experience presenting design strategy to leadership and aligning stakeholders.
• Experience collaborating with engineering to implement brand systems in product.
• Expert proficiency in Figma and Adobe Creative Suite.

Responsibilities

• Define and evolve Instagram's brand design system — typography, color, grid, layout, and visual language across surfaces and touchpoints.
• Concept, design, and deliver brand experiences across digital and in-product applications.
• Develop and maintain scalable identity platforms, templates, and Figma libraries for consistency.
• Partner with product, design, marketing, and engineering to translate business goals into design solutions.
• Lead complex design projects from strategy through execution with independent delivery.
• Present design strategy to leadership and influence brand decisions.
• Provide creative direction and mentorship to designers across the organization.
• Identify systemic design challenges and develop scalable solutions.

Skills

Leadership

Brand systems

Visual identity design

Typography

Layout

Cross-functional collaboration

Presenting strategy

Engineering collaboration

Tools

Figma

Adobe Illustrator

Photoshop

InDesign

Job description

Instagram Brand Studio is seeking a Brand Designer for Brand Foundations to own the strategic design and scaling of Instagram’s visual identity system. You’ll define typography, color, grid, and layouts to ensure coherence across product surfaces, campaigns, and touchpoints.

From concept sketches to polished deliverables, you’ll lead scalable design systems, partner with product, marketing, and engineering, and mentor designers.