The Brief
National Academy of Creative Arts Is a UK-based online creative education platform. When we started, there was no social media system in place: no visual identity applied to Instagram, no templates, no rules for the team to follow. The brief was to build one from scratch: an Instagram presence that felt as serious as the teaching itself.
The System
The system is built on editorial rigor rather than the bright, generic look common in online education. A two-typeface hierarchy (Wayfinder CF for display, Source Sans for body), a near-black and white base, and warm editorial color photography — with the orange accent used sparingly, only to mark key moments across the grid.
The Content
Every format was designed to work as part of the same system: launch posts, carousels built for a clear reading flow, reel covers, and highlight icons, all following the same typographic and color rules, so the account reads as one voice no matter who's publishing.
The Result
A complete, reusable system, documented in a full style guide. That lets NACA's team produce on-brand content independently.
Client feedback (5.0): "a system that can scale across different creative disciplines while maintaining consistency."