Brand Designer, Foundations - Instagram Brand Studio

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

Job summary

Meta’s Instagram Brand Studio in San Francisco seeks a Brand Designer for Brand Foundations to own the strategic design and scaling of Instagram's visual identity system across surfaces. You’ll define and evolve typography, color, grid, layout, and language to ensure coherence across products, marketing, and touchpoints.

You will translate brand strategy into scalable design systems, lead cross-functional projects, mentor designers, and deliver final assets from concept to craft.

Qualifications

• 8+ years of brand design experience with focus on design systems.
• Experience leading cross-functional design initiatives at scale.
• Proven ability to translate strategy into scalable brand systems.

Responsibilities

• Define and evolve Instagram's brand design system across surfaces.
• Concept, design, and deliver brand experiences for digital and in-product use.
• Develop scalable identity platforms and Figma component libraries.
• Partner with product design, marketing, and engineering to align goals.
• Lead complex design projects from strategy through execution.
• Present design strategy to leadership and influence decisions.
• Mentor designers and raise the quality of work.
• Identify systemic challenges and create scalable solutions.
• Contribute hands-on design work to projects.

Skills

Brand system design

Cross-functional leadership

Figma

Adobe Creative Suite

Brand identity

Brand strategy

Tools

Figma

Adobe Creative Suite

Job description

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.

Brand Designer, Foundations - Instagram Brand Studio 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

Minimum 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

Preferred Qualifications

• 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

About Meta:

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today—beyond the constraints of screens, the limits of distance, and even the rules of physics.

Meta is proud to be an Equal Employment Opportunity and Affirmative Action employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law. Meta participates in the E-Verify program in certain locations, as required by law. Please note that Meta may leverage artificial intelligence and machine learning technologies in connection with applications for employment.

Meta is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process. If you need any assistance or accommodations due to a disability, please let us know at [e-mail].

$149,000/year to $209,000/year + bonus + equity + benefits

Individual compensation is determined by skills, qualifications, experience, and location. Compensation details listed in this posting reflect the base hourly rate, monthly rate, or annual salary only, and do not include bonus, equity or sales incentives, if applicable. In addition to base compensation, Meta offers benefits. Learn more about benefits at Meta.