We're looking for a Product Designer to lead design for Brand-in-Product—Instagram's program to express our brand identity directly within the product experience to reinforce what Instagram stands for: creativity. This is a unique role at the intersection of brand, product design, and cultural strategy. You'll shape how Instagram shows up in moments that matter across product surfaces, interaction design, and brand systems—balancing brand integrity and product craft while elevating cultural relevance and sentiment. You'll be the dedicated design lead for a cross-functional pod that includes engineering, XFN, and marketing, partnering to bring concepts from idea through ship and setting the quality bar for branded product experiences.
Responsibilities
- Lead the design vision for how Instagram expresses its brand identity within the product, defining principles, patterns, and quality bar for how creativity comes to life across surfaces
- Translate brand strategy into shipped product experiences, turning high-level brand positioning and cultural strategy into tangible, delightful moments that millions of people interact with
- Design scalable systems for brand expression, building repeatable frameworks, design toolkits, component systems, and templates that allow the team to ship a consistent cadence of high-quality brand moments
- Set the creative bar for craft at the intersection of brand and product, ensuring every brand-in-product execution feels polished, native, and ownable
- Partner across creative, marketing, engineering, product staff, insights, and leadership to bring concepts from idea to ship, synthesizing inputs into elegant, buildable designs
- Drive a culturally-driven design cadence, helping shape strategy around cultural moments, fandom activations, and brand campaigns
- Build the case for continued investment through measurement and iteration, collaborating with insights partners to understand performance against product metrics and brand health signals
Minimum Qualifications
- 10+ years of product design experience, with significant work at the intersection of brand and product including campaigns, brand systems, or brand-driven product features at scale
- Portfolio demonstrating strong visual craft and range, spanning brand identity, product UI, and culturally-driven design
- Experience designing for consumer products with large audiences, ideally social, entertainment, or cultural platforms
- Experience translating brand strategy into shipped product experiences that reached large audiences
- Experience working within or closely partnering with brand/creative studio teams and bridging to engineering workflows Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
- Experience with brand measurement or brand health metrics, understanding how design choices ladder to brand perception outcomes
- Experience raising the bar on brand-aware design practice across a broader product design organization
- Experience operating in a fast-moving, culturally-driven cadence where timelines are driven by external moments (album drops, holidays, cultural events) rather than standard sprint cycles
- Experience presenting creative work to leadership in ways that build excitement and earn trust
- Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)
- Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies