Tokopedia Product Design Instagram: Strengthening Company & Employee Branding Through Engaging Visual Content

Tokopedia Product Design Instagram was created as part of the PD Engagement initiative to showcase the design team to a wider audience, strengthen company branding, and build stronger community connections. As one of the core designers, I played a dual role: producing visual content while also acting as a thinking partner in shaping strategies, workflows, and content categories.


Over time, the account evolved from ad-hoc posts into a structured platform with consistent branding, exclusive stories, and engaging formats that highlighted both the team’s work and culture.

Company
Tokopedia
Role
Designer & Content Strategist
Scope
Graphic Design, Content Strategy, Branding
Period
2022-2023
Tokopedia Product Design Instagram cover

Disclaimer: This is a high-level project overview. For the full case study or more details, feel free to reach out at olehabib98@gmail.com.

Key Challenges

  1. 01

    How can we make content that truly represents the Tokopedia Product Design team, rather than generic design posts?

  2. 02

    How do we maintain visual consistency while allowing creativity?

  3. 03

    With limited design resources, how can we scale production efficiently and onboard new contributors smoothly?

  4. 04

    How can Instagram content do more than inform—driving engagement, event participation, and employer branding impact?

Key strategy

We built the initiative in two layers: first establishing consistency and structure, then scaling with exclusive stories and campaigns.

Key Solutions

  1. 01

    Templates & Guidelines

    Designed reusable post, story, and reels templates aligned with Tokopedia’s Nest brand identity. These became the foundation for smooth onboarding and even enabled non-designers to create assets independently.

  2. 02

    Visual Rebranding

    Refreshed profile picture, highlights, and overall layout system to present a professional, cohesive brand image.

  3. 03

    Exclusive Content Strategy

    Shifted from generic design tips to unique perspectives from the Tokopedia design team, such as career shifting, working moms, and behind-the-scenes project showcases.

  4. 04

    Benchmarking & Iteration

    Conducted affinity mapping of past posts and benchmarked other design accounts (e.g., Traveloka) to refine categories, visual consistency, and creative flexibility.

Templates

Flexible layout variants designed to accommodate any type of content while keeping a consistent brand look.

Cover Design

Implements the template with supergraphics and brand colors, ensuring every post feels bold and instantly recognizable within Tokopedia’s identity system.

Content Design

The slides that follow the cover, using a clean white background with flexible typography, spacing, and visual elements. This is where the main message or story lives—insights, tips, or team highlights. Each new content piece adds to a growing “layout bank,” giving variety while staying consistent.

Outcome Highlights

  • Stronger reach & growth

    21k+ followers, 493k+ reach, and 430k+ impressions with consistently high engagement.

  • Efficient workflow

    Templates and guidelines streamlined production, onboarding, and even enabled non-designers to contribute.

  • Cohesive branding

    Content evolved from generic posts into exclusive stories that reinforced Tokopedia’s design identity and “One Tokopedia” vision.

Collaborator

  • Designer (Tarisa, Levi, Kiky)
  • Content Strategist (Aldrin, Nona, Brigita)