Client The Planet Group
Format Social design system
Role Concept, design
Year 2026

Same message. Different impact.

After a year in market, TPG’s social posts were clear but forgettable. I rebuilt the system so every post earns attention in the second it gets.

The problem: a cluttered recruiting post in all caps with a cut-out group photo — Before: built for information

The same recruiting post redesigned with a single large serif headline — After: built for attention

The diagnosis

Clear, but not memorable

Too much copy, no focal point, and inconsistent visuals. The brand’s wide display face was distinctive but hard to read at scrolling speed, and cut-out photos looked flat and dated.

The system

One message. One moment. One action.

A single serif headline face in sentence case, the wide face kept only for small eyebrows, Inter for body copy, and full-bleed photography of real people in real places. Every post gets one idea.

I wrote the rules as a guide the whole team could use, with design routed through Creative so the standard holds.

The shift from information to attention, memory, and action, and the principle: one message, one moment, one action — The principle

Before and after, same content

Before and after of an event post for a TPG vice president attending Workday DevCon — Our people

Before and after of a construction staffing case study post — Case study

Before and after of an article post about measuring candidate experience — Article

Before and after of a work anniversary post — Anniversaries

Photography guidelines, imagery has to feel real, with three example posts — Photography guidelines in use

Next case study

Same message. Different impact.

Clear, but not memorable

One message. One moment. One action.

Before and after, same content

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