The Washington Post on Instagram

Role: Visual identity; Instagram post design

I joined The Washington Post's Instagram team as a designer when it launched in April 2021. Below are some of my long-term and daily projects.

Creating a consistent brand system

In 2021, I worked closely with The Post's deputy design director to develop a new visual identity on Instagram and Twitter. Our first goal was reworking our social card generator – a tool editors use to create posts that look custom. This update has been crucial in maintaining a consistent style across our off-platform content.

I spent my first few months designing new social card templates, as well as creating a brand mark and other visual elements, and later worked with a developer to update the generator. The changes we made on Instagram and Twitter were also adopted by our Instagram Stories and national app teams.

Instagram post made with the original social card generator.

Redesigned social card generator output, featuring a new brand mark that ties in the team's color palette. 

The Post's feed in April 2021, which mostly consisted of headline cards made with the original social card generator.

The Post's feed in November 2021, featuring a mix of reels, content from our national app, headline cards made with the new generator and posts designed by me.

Twitter card made with the original social card generator.

Redesigned social card generator output.

Twitter card made with the original generator. Editors placed two photos side by side, creating unideal crops. They also had to include the photo credit in the tweet itself.

Twitter card made with the updated social card generator. The photo, quote, brand mark and photo credit are all packaged within one image.

 

Designing posts

Day to day, I experiment with different storytelling approaches, such as type-driven designs and photo carousels. I also create photo illustrations and work with editors to adapt headlines for social audiences.

 

Using Format