The templates are designed for 72 departments and over 17,000 employees to create and share online content with the city’s clients and constituents through social media channels.
Instagram post templates. See PDF for all possible layouts.
Instagram story templates. See PDF for all possible layouts.
X (formerly Twitter) post templates. See PDF for all possible layouts.
Multiple layout options are offered to ensure brand compliance, creative flexibility, and efficient production of Instagram posts, Instagram stories, and X (formerly Twitter) posts. The logo placement is established to reinforce that all departments represent the city of Boston.
Context:
The City of Boston seeks to serve its constituents effectively by operating as a full-service, single entity. Visual communications are key touchpoints for fostering engagement and trust with clients and constituents.
Various departments have diluted the city’s brand in their social media graphics with their inconsistent brand treatment (i.e. typography, logos). As an example, some highlighted only the department, but not the city.
This created challenges for the city who wanted to present itself as unified, confident, and helpful to the people they serve.
Process:
One of my first action steps was to analyze the current social media graphics and anticipate content needs. This informed my approach to designing effective, on-brand templates that encourage best design practices (i.e. minimizing text).
Different template versions were created to help departments quickly customize content with any image (photography vs. only icon) and appropriate branding.
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