A little studio milestone! 🥹

Recently got interviewed by Breef alongside our brand strategist @Helen Heidel about getting to know your audience, building brands that actually connect with people, and why trying to appeal to everyone might be holding your brand back.

We also talked about sharing your work before it feels perfect, which is definitely advice I need to take myself lol.

Anyway, excited to share this one!

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?