Visual System
for Social Media

Request :: The social media channels of a major industrial corporation had a brand book — typefaces, colours, shapes were all defined. But the guidelines left too much room for interpretation. Every designer made their own decisions: headline sizes varied, spacing was inconsistent, colour combinations were arbitrary.

Each post required individual effort, external contractors brought their own aesthetic habits, and production costs kept growing. The brief was to take what existed and turn it into something the whole team could actually use.

Role :: Visual system designer
/ art direction / SMM design framework

Solution :: I worked within the existing brand book and turned its broad guidelines into precise standards. Fixed type scales and spacing rules. Narrowed the colour palette from a wide range of permitted options to a working set with clear logic — the brand's yellow remained dominant, supported by grey and gold to add depth.

Codified the signature petal shape with fixed angle and proportions so it could function as a modular building block across formats. Defined two levels of headline hierarchy: standard for everyday content, outlined for key posts like vacancies and reports. Introduced 3D gold elements as a scalable accent.

The production layer was built in Figma as a component library — colour and type styles, reusable card templates, variants for different content types. Any designer could open the file and produce on-brand content without inventing anything from scratch.

The world's largest mining company

The client remains confidential under NDA.
The project was developed in partnership with the communication agency as part of a large-scale corporate communication system.