Proper Form — Social Media Branding System

A flexible social media system created for Proper Form as part of the wider brand identity.

The template system was designed to adapt across different post formats, banners and platforms while maintaining a consistent visual language.

Rather than repeating one rigid layout, the system gives the brand room to vary composition, imagery and content while remaining clearly recognizable.

Created by Lepisov Branding in collaboration with Creative Mints.

Logo design: Ilya Gorchanyuk Creative direction: Dmitry Lepisov Brand identity + social system: Lepisov Branding × Creative Mints

This is how a social system should work: strong enough rules that the brand reads at thumbnail size, loose enough that the feed never looks copy-pasted. Do you hand clients a Figma kit for this, or build it in something their team edits themselves?

Just posted a new case study featuring the thumbnail artwork I designed for Primer.com. Check it out! 📚

Nice! Thumbnail artwork can make such a difference in how content catches attention. Looking forward to seeing how you approached this project!