Product Designer, Brand-in-Product

Benefits and culture

This on-site role in Menlo Park, CA offers a salary range of USD 201,000 to 278,000 per year and includes a bonus program, equity, and benefits. You will join Instagram's Brand-in-Product initiatives, shaping how brand identity is expressed within the product experience and building scalable brand systems within a cross-functional pod. The role collaborates across creative, marketing, engineering, product, insights, and leadership to translate concepts from idea to shipped work, in a cadence driven by cultural moments and external events.

Responsibilities

• Define the design direction for expressing the Instagram brand inside the product, establishing principles, patterns, and quality standards that guide brand creativity across surfaces.
• Turn brand strategy into shipped product experiences, converting high level positioning and cultural aims into tangible, delightful moments used by millions.
• Build scalable systems for brand expression, creating repeatable frameworks, design toolkits, component systems, and templates that enable consistent 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 with creative, marketing, engineering, product teams, insights, and leadership to bring concepts from idea to ship, translating inputs into elegant, buildable designs.
• Maintain a culturally-driven design cadence, shaping strategy around cultural moments, fandom activations, and brand campaigns.
• Build a case for ongoing investment through measurement and iteration, collaborating with insights partners to assess performance against product metrics and brand health signals.

Requirements

• 10+ years of product design experience with substantial work at the intersection of brand and product, including campaigns, brand systems, or brand-driven features at scale.
• Portfolio demonstrating strong visual craft and range across brand identity, product UI, and culturally driven design.
• Experience designing for consumer products with large audiences, ideally within social, entertainment, or cultural platforms.
• Proven ability to translate brand strategy into shipped product experiences that reach broad audiences.
• Experience collaborating with brand or creative studio teams and bridging to engineering workflows.
• Demonstrated ability to integrate AI tools to optimize workflows and drive measurable impact, including efficiency gains and quality improvements.
• Experience with brand measurement or brand health metrics, understanding how design choices influence brand perception.
• Experience lifting brand-aware design practices across a broader product design organization.
• Ability to operate in a fast-moving, culturally driven cadence where timelines are driven by external moments rather than standard sprints.
• Experience implementing responsible, ethical AI practices, including risk assessment, bias mitigation, and quality checks.
• Ongoing AI skill development, including prompt and context engineering, agent orchestration, and staying current with emerging AI technologies.