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Creative direction guidelines for the managers of BLABLACAR's Instagram accounts

Context: 22 Instagram accounts, one in each country. Community Managers take care of the content on them, but they are not visual creatives - they can lack strong ideas of how to express the brand through photography and other visual content, and they can also have some misguided ideas!

Challenge: To provide Community Managers with guidelines in order to make their job easier, and ensure that the brand is expressed in a globally consistent way. Guidelines must be flexible, to allow for local relevance.

The main challenge is to identify the most relevant examples of iconography and to articulate why they are relevant, so as to help Community Managers understand the guiding principle behind the choices, and carry through this creative intent on their own.

My role was to present a design strategy to go forward with.