Visual Guidelines
Instagram
CLIENT: Kjell & Company
CHALLENGE: The challenge was to create a unified and instantly recognizable visual expression for Kjell & Company’s Instagram presence — a space where consistency, clarity, and brand personality are crucial to standing out in a crowded social media landscape.
SOLUTION: I developed a complete set of graphic guidelines tailored specifically for Instagram, defining typography, graphic elements, color usage, and tone of voice. The system was built to strengthen brand recognition while allowing flexibility across formats such as product posts, tips, campaigns, and storytelling. I established a typographic hierarchy that balances clarity with character, introduced graphic elements that support Kjell’s tech‑driven identity, refined a color palette optimized for digital impact, and shaped a tone of voice that is friendly, knowledgeable, and confidently helpful. Together, these components form a visual framework that ensures every post feels unmistakably Kjell & Company.
MY CONTRIBUTION: Art direction, visual guidelines, typographic system, graphic elements, color strategy, tone of voice.
