Brand Designer, Foundations - Instagram Brand Studio

Role overview

Instagram Brand Studio is responsible for how Instagram presents its brand to the world through visual identity, brand systems, campaign work, and creative tooling used by a global audience. As the Brand Designer focused on Brand Foundations, you will shape and scale Instagram’s visual identity framework so it stays consistent, distinctive, and well-crafted across every touchpoint.

This position centers on turning brand strategy into practical design systems that can be used by product teams, marketing partners, and outside collaborators. You will work across the full creative process, from early ideation and quick concept sketches to refined final assets, balancing originality with disciplined execution. The role calls for strong experience in brand and identity design at scale, with a mix of creative leadership and systems thinking.

What you’ll do

• Build and refine Instagram’s brand design system, including typography, color, grids, layout, and visual language, so it works consistently across product experiences, marketing, and physical applications.
• Create brand-led experiences for digital environments and in-product surfaces.
• Design, maintain, and improve scalable identity frameworks, templates, and Figma libraries that help teams apply the brand consistently.
• Work closely with product design, marketing, and engineering to convert business priorities and brand stories into polished design solutions.
• Own complex and often ambiguous projects end to end, including scoping, scheduling, and independent delivery.
• Share design strategy with senior cross-functional stakeholders and explain the thinking behind design decisions to shape alignment.
• Offer creative guidance and mentorship to other designers while helping raise the overall quality standard.
• Spot structural design problems early and create reusable solutions that strengthen clarity, accessibility, and brand consistency.
• Stay actively hands-on, contributing directly to projects while setting an example for strong design judgment and craft.

What we’re looking for

You should bring deep experience in brand, identity, or communication design, especially where work needs to scale across multiple channels and surfaces. The ideal candidate thinks in systems, communicates clearly with leadership, and can move comfortably between strategy and detailed execution.

Required qualifications

• Proven ability to lead cross-functional design efforts and influence creative direction across an organization.
• A portfolio that shows strong visual identity work, typography, layout, and brand application across multiple formats.
• Experience building and scaling design systems within large organizations that have many product and brand touchpoints.
• Confidence presenting strategy to leadership and explaining design rationale to bring stakeholders into alignment.
• Experience working with engineering partners to implement brand systems inside products.
• Advanced proficiency in Figma and Adobe Creative Suite, including Illustrator, Photoshop, and InDesign.
• At least 8 years of experience in brand design, identity design, or communication design, with emphasis on design systems and multi-channel delivery.

Preferred experience

• Familiarity with responsible and ethical AI practices, including risk review, bias reduction, and checks for quality and accuracy.
• Evidence of continuous AI learning, such as prompt engineering, context engineering, or agent orchestration.
• Ability to use AI tools to improve workflows, redesign processes, and produce measurable gains in speed or quality.
• Understanding of UX/UI principles and how brand systems connect with product design patterns.
• Motion design experience using tools such as After Effects or Cinema 4D to extend brand systems into motion.
• Experience with creative coding, prototyping, or AI-assisted design methods.
• Experience designing for international audiences across languages and cultural contexts.

Compensation and benefits

The base compensation range for this role is $149,000 to $209,000 per year. In addition to base pay, the package may include bonus, equity, and benefits. Final compensation is based on skills, qualifications, experience, and location.

Equal opportunity and accommodations

Meta is an equal opportunity and affirmative action employer. Employment decisions are made without regard to race, religion, color, national origin, sex, pregnancy, childbirth or related medical conditions, sexual orientation, gender identity or expression, transgender status, age, veteran status, disability, or other legally protected characteristics. Applicants with criminal histories are considered in line with applicable federal, state, and local law. Meta participates in E-Verify in certain locations as required.

Reasonable accommodations are available for candidates with disabilities during the recruiting process. Candidates who need assistance can request support through the employer’s accommodations contact.

Additional information

The employer may use artificial intelligence and machine learning technologies during the hiring process. The company is also committed to maintaining a respectful recruiting experience for all candidates.