Project Overview.
Supporting the 2026 campaign refresh through the creation, adaptation and production of digital out-of-home (DOOH) placements and social content.
The Process.
Using placeholder copy, sketches and key art provided by the client, we established a set of standard sizes to define the core visual system and determine which elements needed to be carried across each unit. This initial framework allowed us to establish scalable design rules that could then be applied across dozens of placements and formats spanning DOOH, social, and display.
We began by referencing Instagram’s brand guidelines to establish foundational parameters, including logo sizing and padding, and built out the remaining elements from there. We then reviewed the full unit list to identify formats that required attention due to their size or aspect ratio. For these more constrained placements, we developed flexible solutions that maintained the campaign’s visual hierarchy and consistency while adapting the content to each format.
Elements like the Teen Accounts lockup had a couple of revisions that required me to adapt and quickly iterate to keep things moving while the client gave us a solid direction, and having a system within Figma was essential to quickly update and test ideas.
Addressing Legibility and Subject Focus.
With more than 20 unique dimensions to produce, maintaining a consistent visual hierarchy across formats became a key consideration. Each adaptation needed to preserve focus on the primary subject and brand message while accounting for accessibility and format-specific constraints.
Quality assurance was an integral part of the process. I worked closely with peers to review and validate assets throughout production, using a collaborative approach to catch inconsistencies and identify potential issues early. As challenges surfaced, we developed and shared production techniques to address them efficiently, allowing us to maintain a cohesive visual system and consistent execution across the full campaign.
Setting Up for Scalability.
Following approval of the key units, each element was built in Figma with adaptability in mind, creating a flexible system that could be applied across formats. Auto-Layout, defined padding, proportional spacing, and scalable components allowed elements to be resized and repositioned while maintaining consistency throughout.
This framework proved especially valuable when the client introduced new assets with updated copy and photography. With the system already established, we could integrate the new content without rebuilding layouts from scratch, significantly reducing production time and feedback cycles.
In-Situ Placements.
Below are some mockups created for portfolio purposes of some locations selected for this campaign. Sadly I was not able to spot this one live around my area.
