Pinterest approached us in 2022 to address structural gaps in their 2021 identity. The original work was expressive but not systematic. Internal teams and external partners couldn’t produce consistent work because the system lacked behavioral rules. Each execution required bespoke art direction causing production friction and inconsistencies. Brand communication operated separately from product experience.

We reorganized brand strategy around product interaction. Pin behavior, collage rhythm, grid organization became the foundation for a motion identity system. The toolkit includes generative templates, named components, and adaptable formats. The system has governed output across internal and external teams since launch.

Credits:
DIA Studio

Year:
2022