Instagram Global Brand Strategy

With over 1 billion users worldwide, Instagram has become a megaphone for the voices of its diverse creators and community. But to date, it had not yet defined its core belief and role in the world. To this end, we developed Instagram’s global brand strategy with the goal of driving clarity, alignment and inspiration. Done right, the brand strategy would permeate the company informing the products it makes, partnerships it pursues, and the places it shows up in the world.

In the fall of 2020, we launched the “We Make Today” national campaign to announce to the world what it stands for and to celebrate the diverse and expressive communities who are shaping culture and pushing it forward on the platform.