Carlsberg - Social Media Guidelines


The appearance on Carlsberg group’s social media channels where challenged by high visual diversity due to the different content creators and lack of internal guidelines. Therefore, Carlsberg tasked us to develop social media guidelines with various templates to make sure the channels appear in a consistent look and feel while content creates have a solid foundation to create appealing content within the Carlsberg brand universe. To solve this, we have created a designsystem consisting of 4 font sizes and 4 colors to keep simplicity and consistancy. Both colors and fonts remain fixed across formats and platforms making it simple to keep consistency in the feed across content. On top, we have defined four template designs. Editors and pick and choose between these depending on specific post demands. Templates have been created in Canvas, where editors can replace content while keeping the look and feel across local content creators and releasing time spend on creating from scratch.