Brand Designer, Strategic Initiatives - Instagram Brand Studio

Role overview

Instagram Brand Studio defines how Instagram shows up in the world through brand systems, visual identity, campaign concepts, and creative tools that reach a global audience. In this role, you will shape the brand through visual design, interaction design, and immersive storytelling. You’ll help create standout interactive brand experiences for in-app moments and marketing activations, working closely with product design, marketing, creative, and engineering partners to determine how the brand behaves and communicates across dynamic environments.

This position is suited to a designer who can think in systems while also operating as a hands-on maker. You’ll move between early motion explorations and refined production assets, balancing strong craft with practical decisions at scale. The ideal background combines motion and interaction expertise with a deep understanding of brand design and a strong point of view on storytelling and brand behavior.

Key responsibilities

• Develop memorable interactive brand experiences for product surfaces, campaigns, and activations, from concept through prototype and final production.
• Grow and refine Instagram’s brand design system across typography, color, layout, grid, and visual language so it stays consistent across product, marketing, and physical brand touchpoints.
• Work with product design and engineering teams to turn brand direction into implementable interaction patterns and motion specifications.
• Build storyboards, motion explorations, prototypes, and design documentation that clearly express creative intent and support development.
• Own cross-functional design work from concept to delivery, staying proactive, managing progress independently, and keeping stakeholders aligned.
• Share creative strategy and design reasoning with senior leadership to help shape product and brand decisions.
• Look for ways to push brand expression forward through emerging tools, AI-driven workflows, and new interaction models.
• Mentor and guide designers across the organization while helping raise overall craft quality.
• Contribute as a highly hands-on designer whose taste, thinking, and execution influence the broader team.

Requirements

• Advanced proficiency with Figma, Adobe Creative Suite tools such as Illustrator, Photoshop, and InDesign, plus After Effects and Cinema 4D.
• Hands-on experience working with product design teams to merge brand design into shipped motion and interaction work.
• Excellent presentation and communication skills, with the ability to justify decisions and align multiple stakeholders.
• Proven experience leading cross-functional design efforts and shaping creative direction across an organization.
• At least 8 years of experience in brand, identity, or communication design with a strong emphasis on motion and interactive design.
• Experience building and scaling design systems across large organizations with many product surfaces and brand touchpoints.
• A portfolio that shows strong work in interactive brand experiences and branding across multiple formats.

Preferred background

• Experience with animation delivery tools and formats such as Lottie or RIVE for mobile and web.
• Ongoing development in AI skills, including prompt or context engineering and agent orchestration, along with awareness of new AI technologies.
• Ability to apply AI tools to improve workflows and produce measurable gains in speed or quality.
• Experience using real-time 3D tools such as Unity, Unreal, or Spark AR for interactive brand work.
• Exposure to creative coding, prototyping, or AI-assisted design processes.
• Understanding of UX/UI principles and how brand systems fit into product design patterns.
• Experience applying responsible and ethical AI practices, including risk review, bias mitigation, and quality checks for accuracy.

Compensation and benefits

The base pay range for this role is $149,000 to $209,000 per year, plus bonus, equity, and benefits. Final compensation is based on skills, qualifications, experience, and location. The stated pay range reflects base compensation only and does not include bonus, equity, or sales incentives where applicable.

About the company

Meta builds technologies that help people connect, find communities, and grow businesses. Since Facebook launched in 2004, it has changed how people connect, while products such as Messenger, Instagram, and WhatsApp have expanded that impact to billions of people. Meta is also investing beyond traditional screens into immersive augmented and virtual reality experiences to shape the next era of social technology.

Equal opportunity and accommodations

Meta is an equal employment 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 protected characteristics. The company also considers qualified applicants with criminal histories where permitted by law. Meta participates in E-Verify in certain locations as required. Applicants may be subject to the use of artificial intelligence and machine learning technologies during the hiring process.

Reasonable accommodations are available for candidates with disabilities during recruitment. If accommodations are needed, contact accommodations-ext@meta.com.