Instagram launched Edits, a short-form video app, and I led the creation of its brand and expression system. Because the app and brand evolved simultaneously, the process demanded constant adaptation and a flexible system to support new features while standing out in a crowded market.
We positioned Edits as more than a tool—a creative space for experimentation and growth—designed around simplicity, strong user focus, and a few iconic UI elements. After launch, the app hit #1 in major app stores and was celebrated by creators eager to push their craft further.
