Designing for 3 billion: how Instagram built a brand system that celebrates everyone’s point of view
Culture Index
Score Breakdown
Relevance
9/25
Freshness
21/25
Authority
10/20
Brand Signal
13/15
Depth
3/15
5-Axis Cultural Radar
From a huge collaborative team to millions of tiny decisions, Meta’s Jasmine Probst and May Hartono reveal how a decade-defining rebrand comes together – and why the hardest work is meant to look effortless.
