Role: Lead Digital Designer
Scope: Develop a scalable social media design system supporting PCRM’s initiatives across health, nutrition, research, and animal advocacy.
Deliverables: Social media design system, visual style guide, and reusable template framework.
Scope: Develop a scalable social media design system supporting PCRM’s initiatives across health, nutrition, research, and animal advocacy.
Deliverables: Social media design system, visual style guide, and reusable template framework.
Over six years, I designed and evolved social media visuals for a nonprofit organization, creating hundreds of graphics across campaigns, educational content, and marketing initiatives. More recently, I developed a cohesive social media design system and visual style guide that extends the organization’s core brand while introducing a distinct visual language optimized for social platforms, supporting consistency, scalability, and brand recognition across channels.
The System
The primary social media design system establishes a consistent visual language through typography, color, and content tagging. Category labels and highlight treatments help viewers quickly identify content types while maintaining a cohesive brand presence.
In Practice
The social media design system is used across a wide range of content, from policy updates and research announcements to recipes, advocacy campaigns, and educational posts. The modular templates allow the design team to quickly create new content while maintaining a consistent visual identity.
Scaling the System
To support quick-turn social content, I developed a library of reusable templates and brand assets that enable the social team to produce posts quickly while maintaining visual consistency with the organization’s core brand. Templates were built for use in Adobe Express and supported by shared Adobe Projects containing typography, color palettes, and graphic elements from the core brand guidelines.
Campaign Highlights
While the social media system provides a consistent framework for most content, certain campaigns required custom graphics outside of the template structure. These pieces were designed to create visual impact for major announcements, advocacy efforts, and high-profile moments.
Outcome
The social media design system unified visual communication across multiple content areas while enabling the team to scale production efficiently. Through reusable templates, shared design assets, and clear visual guidelines, the system supported both consistency and flexibility across hundreds of social media graphics.