I have helped shaped @washingtonpost’s visual identity on Instagram since 2021. Working closely with design and social editors, I achieved cohesion between our social content and The Post’s website by building our entire template suite in Photoshop, writing style guide documentation, and operating as a social design resource for the entire design team.

I continue to influence our Instagram coverage by executing frequent template refreshes, designing custom posts every week for our main and sub-brand accounts, and updating our social style guide documentation as needed. This guide includes explanations of our workflow, examples of how to use each template, and design tips and guidelines.

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Social card generator

When we embarked on this rebrand in 2021, our first goal was reworking our social card generator — a tool editors use to create posts that look custom-made. This update has been crucial in maintaining a consistent style across our off-platform content, providing a seamless transition for users between our designed and social card generated posts.

I spent several months designing new social card templates and later worked with a developer to update the generator. The main updates took place in 2021 when we introduced left-aligned type and experimented with adding a WP brandmark to our posts. We’ve made small updates each year since then, such as ultimately removing the brandmark and updating our headline type to match the typeface used on The Post’s website.

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Templates

I’ve built and continued to update the majority of the templates used by several Post Instagram accounts: @washingtonpost, @postopinions, @postpolitics, @poststyle, @postclimate and @postsports. These templates are the starting point for every post we share.