This skill produces a written visual brief and standards document. It defines what the visual system should look like — it does not produce graphic designs, images, or visual assets. That production work is handled by the client's designer or content creator using this brief.
Cross-reference:
platform-instagram— full Instagram strategy (audience, content, growth tactics)04-brand-voice-intake— brand standards intake (voice, tone, existing brand manual)playbook-social-media-brand-style-guide— broader brand style guide across all platforms
Use when
- Designs a written Instagram visual identity system covering feed grid planning, mood board creation, colour palette selection, editing/filter consistency, and brand visual standards. Output is a structured visual brief the client or their designer can implement directly. Invoke when onboarding a new Instagram account, when a client's feed looks inconsistent and a unified visual identity is needed, or when briefing a designer or content creator on Instagram visual standards. Based on Hietaniemi (2022), Secret Strategies for Instagram Growth.
- Use this skill when it is the closest match to the requested deliverable or workflow.
Do not use when
- Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
- Do not use it when another skill in this repository is clearly more specific to the requested deliverable.
Workflow
- Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
- Follow the section order and decision rules in this
SKILL.md; do not skip mandatory steps or required fields. - Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.
Anti-Patterns
- Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
- Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
- Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.
Outputs
- A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.
References
- Use the inline instructions in this skill now. If a
references/directory is added later, treat its files as the deeper source material and keep thisSKILL.mdexecution-focused.
Required Inputs
Before generating any deliverable, ask for the following:
- Client business name and brief description of what they do
- Industry (e.g., hospitality, retail, professional services, healthcare, FMCG)
- Country/city (defaults to Uganda/East Africa if not specified)
- Existing brand manual or logo — request HEX codes if a brand manual exists; note if starting from scratch
- Products/services to be featured on the feed
- Primary target audience — age range, gender skew, income level, city/urban-rural split
- Competitor accounts to reference — for differentiation, not imitation; request 2–4 Instagram handles
- Content types available — professional photography / smartphone photos / graphics only / a mix
- Who will produce content — designer, in-house team, or client themselves; approximate skill level
Section 1: Feed Grid Planning
The Instagram feed is viewed as a 3-column grid. The visual impression of the grid matters as much as individual posts. Plan the grid before producing individual posts.
Grid Layout Options
| Style | How It Works | Best For |
|---|---|---|
| Alternating | Posts alternate between two visual styles (e.g., quote graphic / photo) | Brands with limited photography; consistent, predictable rhythm |
| Row-by-row | Each row of 3 posts shares a colour, theme, or format | High-production brands with planned shoots |
| Column-by-column | Each column follows a pattern (e.g., column 1 = products, column 2 = lifestyle, column 3 = quotes) | Brands with distinct content pillars |
| Checkerboard | Light and dark posts alternate | Strong contrast brands; works with 2-tone palettes |
| Free-flowing | No strict grid pattern; cohesion from colour palette and editing style alone | Creator accounts with high photography volume |
Choosing the Right Grid for an EA SME
- Most EA SMEs: recommend alternating or free-flowing — they require less planning and are sustainable with limited content budgets and irregular posting schedules.
- Avoid row-by-row unless the client has a dedicated photographer or content creator producing weekly batches of 3+ images per shoot.
- Select the grid style explicitly and state the reason for the recommendation in the brief.
Grid Planning Tool
Recommend one of the following free tools to visualise the feed before posting:
- Later — desktop/mobile; drag-and-drop grid preview
- Preview App — mobile; popular with solo creators
- Canva Instagram Grid Template — works within existing Canva workflows
Section 2: Mood Board Creation
A mood board defines the visual direction before any content is produced. It prevents inconsistency and gives designers, photographers, and content creators a shared reference point. The client must approve the mood board before content production begins.
What to Include in the Mood Board
- Colour palette — 3–5 brand colours with their HEX codes
- Inspiration images — 9–12 images representing the desired visual feel (source from Pinterest, Unsplash, or Pexels — not competitor accounts)
- Typography samples — 2 fonts (one for headlines, one for body text in graphics)
- Tone examples — 3 existing brand photos that represent the desired photography style
- Rejected direction — 2–3 examples of visual styles to explicitly avoid; this prevents ambiguity when briefing designers and photographers
EA-Specific Mood Board Considerations
Apply the following standards when selecting inspiration images for East African clients:
- Natural light: Bright, abundant natural light is characteristic of the EA environment. Lean into it rather than correcting for it in post-production. Source images shot in natural light where possible.
- Authentic environments: Images of EA markets, offices, street scenes, and community settings outperform generic stock imagery with EA audiences. Flag this in the mood board direction notes.
- Skin tone representation: Ensure colour palettes complement darker skin tones. Avoid colour treatments — particularly high-contrast, desaturated, or cool-toned presets — that flatten or grey out darker complexions. Note this explicitly in the rejected-direction section.
- Avoid: Overexposed "Western aesthetic" editing, green screen or unnatural studio backgrounds, overly formal or stiff poses.
Tools for Creating Mood Boards
- Canva (free) — drag-and-drop mood board templates; easiest for client sharing
- Pinterest board (free) — collect and organise inspiration images with the client
- Google Slides (free) — shareable with clients for approval and commentary
Section 3: Colour Palette
Selecting the Palette
If the client has an existing brand identity: Extract 3–5 colours from the brand manual. Request HEX codes; do not rely on approximations from a logo image.
If building from scratch: Apply the following proportional structure:
- 1 dominant colour — 60% of feed visual weight; the colour most associated with the brand
- 1 secondary colour — 30% — accents, contrast elements, call-to-action graphics
- 1–2 neutral colours — 10% — backgrounds, body text, breathing room between elements
Colour Harmony Rules for Instagram
- Warm palettes (oranges, reds, yellows, earthy tones) perform well in EA consumer markets. They align with natural light conditions and cultural colour preferences. Recommended for FMCG, food and beverage, retail, and lifestyle brands.
- Cool palettes (blues, greys, whites) work well for professional services, healthcare, finance, and technology sectors.
- Use no more than 5 brand colours. Feeds with more than 5 colours appear chaotic and undermine the perception of a professional, cohesive brand.
Palette Documentation
Record every colour in all three formats. Include this table in the visual standards document:
| Colour Role | Name | HEX | RGB | Pantone | When Used |
|---|---|---|---|---|---|
| Dominant | [Name] | #XXXXXX | R=, G=, B= | [PMS] | Backgrounds, primary graphics |
| Secondary | [Name] | #XXXXXX | R=, G=, B= | [PMS] | Accents, CTA buttons, borders |
| Neutral 1 | [Name] | #XXXXXX | R=, G=, B= | [PMS] | Backgrounds, text containers |
| Neutral 2 | [Name] | #XXXXXX | R=, G=, B= | [PMS] | Body text, dividers |
Note: Pantone equivalents are required only if the client produces print collateral.
Section 4: Editing and Filter Consistency
Visual consistency on Instagram comes from applying the same editing adjustments to every post photograph. Define and document these settings as a replicable preset.
The 7-Adjustment Editing Standard
Apply these adjustments in the following order for every photo. Values below are starting points; calibrate to the client's specific palette and photography conditions.
| # | Adjustment | Recommended Range | Rationale |
|---|---|---|---|
| 1 | Exposure | +0 to +20 | Slightly brightened for EA bright-light and smartphone cameras |
| 2 | Contrast | −5 to +10 | Reduce for warm, inviting feel; increase for bold or fashion brands |
| 3 | Highlights | −10 to −30 | Recover blown sky and window highlights common in EA outdoor shots |
| 4 | Shadows | +10 to +30 | Open shadows to reveal detail on darker skin tones |
| 5 | Saturation | −10 to +15 | Reduce for neutral or luxury brands; increase for vibrant consumer brands |
| 6 | Colour Temperature | +5 to +15 (warm) | Calibrate to a consistent warmth aligned with the client's palette |
| 7 | Sharpening | +10 to +20 | Compensate for smartphone camera softness; avoid over-sharpening portraits |
Calibrate each value specifically for the client during onboarding. Document the final agreed values in the visual standards document as a named preset (e.g., "BrandName Lightroom Preset").
Filter Recommendation
Instagram native filters are inconsistent — they apply different effects to different source images and cannot be saved as a replicable preset. Do not use Instagram native filters for brand accounts.
Recommend instead:
- Lightroom Mobile (free tier) — create and save a custom preset; shareable with the content team via preset export
- VSCO (free tier) — consistent preset application; popular with smartphone-first creators
Save the agreed preset settings within the tool and share access with anyone producing content for the account.
Section 5: Brand Visual Standards Document
Compile all outputs from Sections 1–4 into a single written visual standards brief. This document is the deliverable. A designer or content creator must be able to implement it without further instruction from the consultant.
Document Structure
Produce the brief with the following sections in order:
1. Feed Grid Style State the chosen grid style, explain why it was selected for this client, and list any grid-specific rules (e.g., "every third post must be a quote graphic").
2. Colour Palette Include the full colour table (HEX, RGB, Pantone, and usage rule for each colour).
3. Typography
- Headline font: name, weight, size range, where it is used
- Body font: name, weight, size range, where it is used
- State where fonts can be downloaded or accessed (Google Fonts, Adobe Fonts, etc.)
4. Photography Style
- Lighting preference (natural light, golden hour, indoor artificial light, etc.)
- Composition notes (rule of thirds, negative space, close-up product shots, etc.)
- Backgrounds to use (e.g., plain white wall, wooden surface, outdoor market)
- Backgrounds to avoid (e.g., cluttered desks, green screen, competitor signage)
5. Graphic Template Rules
- Logo placement and minimum clear space
- Text coverage rule: text must not exceed 20% of the image area
- Any fixed graphic elements (borders, watermarks, icon sets)
6. Editing Preset Settings List the 7 calibrated adjustment values by name. State the tool used (Lightroom Mobile or VSCO) and where the saved preset is stored.
7. What to Avoid A named list of visual styles, colours, editing approaches, or content formats that are explicitly rejected for this account. Include 5–8 items minimum. This section is as important as the positive standards — it prevents scope creep and brief drift when working with external creators.
Output Format
Generate the visual standards brief as a structured markdown document with clear section headings. Use tables for the colour palette, editing preset, and typography. Use numbered lists for the mood board checklist and the what-to-avoid section.
The brief must be self-contained. Do not reference this skill or the consultant's process — the document is written for the client and their creative team.
Quality Criteria
- Colour palette is documented in HEX, RGB, and a clear description of when each colour is used; approximations or colour names alone are not acceptable
- Grid style is explicitly chosen with a stated reason for the selection; do not present all five options as equally valid — make a recommendation based on the client's content capacity
- The mood board creation process produces a deliverable the client must formally approve before any content production begins; approval is a required gate, not optional
- The 7-adjustment editing standard is calibrated with specific starting values for this client; vague instructions ("adjust to taste") are not acceptable
- EA-specific photography notes address skin tone representation, natural light conditions, and authentic East African environments where relevant
- The visual standards document is a standalone brief — a designer can implement it without further instruction from the consultant
- Scope is stated clearly: this skill produces a written brief, not graphic design, image files, or visual assets of any kind
- The "what to avoid" section contains at least 5 named items specific to this client and brand, not generic advice