Social Media Grab & Go Templates
Client: AWS (Amazon Web Services)
Role: Lead Designer of static social media templates & guidelines
Work done at Instrument in collaboration with Chirag Ahir
Overview
The goal of this project was to create a grab-and-go social media system that enabled non-designers at AWS to produce on-brand content quickly and confidently—without ongoing designer involvement.
Rather than designing a fixed set of assets, the work focused on building a flexible, modular template system that could scale across teams, channels, and content types. All templates were built in Figma using auto-layout and clearly defined text and image roles, reducing friction for everyday use while maintaining brand consistency.
To support adoption, the system was paired with practical guidelines and tutorials that translated design intent into clear, repeatable actions for non-designers.
Design Challenge
AWS teams produce a high volume of social content across diverse topics, formats, and audiences. The challenge was to balance speed and autonomy with the rigor of an enterprise-level brand system.
Key constraints included:
Enabling fast content creation by non-designers
Supporting multiple aspect ratios and social formats
Preserving brand clarity and typographic integrity at scale
Enablement & Scale
Beyond the templates themselves, a core part of the project was enablement. Step-by-step guidelines, usage tips, and tutorial videos were created to help teams understand not just how to use the templates, but why certain decisions were built into the system.
This approach reduced reliance on designers, increased speed of execution, and helped ensure consistency across hundreds of posts in active use.