Brand Designer, Strategic Initiatives - Instagram Brand Studio

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

Job summary

Instagram Brand Studio shapes how Instagram expresses itself through brand systems, visual identity, campaign design, and creative tools that reach billions. As Brand Designer, you will bring Instagram's brand to life through visual design, interaction, and immersive storytelling across in-app moments and activations.

You will partner with product design, marketing, creative, and engineering to define how our brand behaves in dynamic contexts.

Qualifications

• 8+ years of experience in brand design, identity design, or communication design with a focus on motion and interactive design.
• Experience collaborating directly with product design teams to ship motion and interaction work in product.
• Strong presentation and communication skills with ability to defend design decisions.
• Experience leading cross-functional design initiatives and influencing direction.
• Experience defining and scaling design systems across large organizations.

Responsibilities

• Concept, prototype, and produce iconic interactive brand experiences for product surfaces, campaigns, and activations.
• Define and evolve Instagram's brand design system across surfaces, marketing, and touchpoints.
• Collaborate with product design and engineering to translate brand intent into interaction patterns and motion specs.
• Create storyboards, motion studies, prototypes, and design specs to guide development.
• Lead cross-functional projects from concept through delivery with proactive communication.
• Present creative strategy to leadership and influence product and brand decisions.
• Identify opportunities to innovate on brand expression with AI workflows and new interaction paradigms.
• Provide direction and mentorship to designers across the organization.

Skills

Brand design

Motion & interaction design

Presentation skills

Cross-functional collaboration

Design systems

Leadership of design initiatives

Tools

Figma

Adobe Creative Suite (Illustrator, Photoshop, InDesign)

After Effects

Cinema 4D

Lottie

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, you will bring Instagram's brand to life through visual design, interaction, and immersive storytelling. You will define iconic interactive brand experiences for in-app moments and marketing activations. You'll partner closely with product design, marketing, creative, and engineering teams to define how our brand behaves, responds, and communicates in dynamic contexts.You're equal parts systems thinker and hands-on maker. You'll work across the spectrum — from fast, rough motion studies to polished, production-ready deliverables — and you'll champion craft while making smart trade-offs at scale. The ideal candidate blends motion/interaction expertise with a strong foundation in brand design and a point of view on how brands can be expressed through storytelling and behavior.

Brand Designer, Strategic Initiatives - Instagram Brand Studio Responsibilities

• Concept, prototype, and produce iconic interactive brand experiences for product surfaces, product campaigns, and activations
• Define and evolve Instagram's brand design system - typography, color, grid, layout, and visual language - ensuring coherence across product surfaces, marketing, and physical touchpoints
• Partner with product design and engineering teams to translate brand intent into shippable interaction patterns and motion specs
• Create storyboards, motion studies, prototypes, and design specs that guide development and communicate creative intent clearly
• Lead cross-functional projects from concept through delivery, driving progress autonomously and communicating proactively with stakeholders
• Present creative strategy and rationale to leadership, influencing product and brand decisions with a clear point of view
• Identify opportunities to innovate on brand expression through emerging tools, AI workflows, and new interaction paradigms
• Provide direction and mentorship to designers across the organization, raising the bar for craft
• Be a hands-on designer, inspiring others with your design thinking, taste, and execution

Minimum Qualifications

• Expert proficiency in Figma and Adobe Creative Suite (Illustrator, Photoshop, InDesign), After Effects, and Cinema 4D
• Experience collaborating directly with product design teams to integrate brand design and ship motion and interaction work in product
• Strong presentation and communication skills - ability to defend design decisions and bring diverse stakeholders along
• Demonstrated ability to lead cross-functional design initiatives and influence creative direction at an organizational level
• 8+ years of experience in brand design, identity design, or communication design, with a focus on motion and interactive design
• Experience defining and scaling design systems across large organizations with multiple product surfaces and brand touchpoints
• A portfolio demonstrating expertise in interactive brand experiences, and multi-format brand applications

Preferred Qualifications

• Familiarity with Lottie, RIVE, or other animation delivery formats for mobile/web
• Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
• Experience with real-time 3D tools (Unity, Unreal, Spark AR) for interactive brand experiences
• Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
• Experience with creative coding, prototyping, or AI-assisted design workflows
• Knowledge of UX/UI design principles and how brand systems integrate with product design patterns
• Experience in 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)

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 Aff

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.