San Diego Magazine IG Refresh
During my social media design internship at San Diego Magazine, I redesigned the publication's Instagram system to better reflect its editorial identity. Working within the magazine's established brand, I developed a modular template system for posts and Reels that balanced consistency with the flexibility needed for a fast-moving editorial workflow. The system was adopted across the magazine's social channels and continues to support day-to-day content production.
the problem
San Diego Magazine's Instagram featured strong editorial content, but the visual language lacked consistency across posts. The challenge was to create a flexible social system that could unify diverse content, strengthen brand recognition, and remain easy for the editorial team to use at scale.
BEFORE
AFTER
building a flexible grid system
Rather than designing individual posts, I established a modular layout system that could adapt to multiple content types while maintaining visual consistency. A common grid, spacing rules, and typographic hierarchy allowed new graphics to be produced quickly without sacrificing editorial quality.
outcome
online promotional content
I assembled a seasonal ad system for San Diego Magazine’s New Year’s Eve promotion, delivering various layouts for hero headers, carousel spots, embedded web banners, etc. The assets shared one visual identity so the campaign felt cohesive no matter where a reader saw it, and the messaging stayed legible even in tight horizontal formats. This made it easier for the magazine promote the offer across its site without relying on generic vendor ads.
“THE REVIEW” core feature 1350x1080px
“SEXY FOOD” seasonal feature 1350x1080px
The redesign introduced a modular, image-led template system built entirely from the magazine's existing brand assets. Clear typographic hierarchy and reusable layouts improved consistency, strengthened editorial storytelling, and gave the team a scalable framework for producing posts and Reels.
holiday card 2024
scripps stewardship report 2024
While at San Diego Magazine, I supported the Creative Director on the Scripps Stewardship Report, which is produced for Scripps Health and its donor community. I contributed page layouts and other visual refinements to ensure the report felt consistent, readable, and on-brand. This project was part of San Diego Magazine’s ongoing relationship with Scripps, one of its long-term clients in the local healthcare space.