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#5
Take a look at the PostOpinions accounts across platforms, particularly Instagram. What are three things we could do differently or expand on to build a unique, eye-catching visual identity? Provide specific examples if possible.
Developing a disciplined suite of templates for quote cards, cartoons, podcast inclusions, and recurring formats would create visual cohesion and clarity across the account. It would also build pattern recognition with audiences. When readers repeatedly encounter consistent visual structures, familiarity grows. Pattern builds recognition, and recognition builds trust.
Much of the desk’s social output relies on text forward quote cards, so refining their structure would have immediate impact. Currently, most appear as the second slide in multislide posts, with first slides divided horizontally between image and caption, a format that feels visually constraining and limits dynamism. I would also revisit the treatment of subheads, particularly the accompanying cartoons, which further reduce available space. A more intentional approach to layout, typographic hierarchy, and spacing would give the quotes greater clarity and gravitas while aligning more closely with broader Washington Post newsroom standards.
Establishing this backbone would create room for intentional creative exploration. When a strong system exists, departures from it feel deliberate rather than inconsistent. Post Opinion’s coverage is dynamic and often catalytic, and the visual language can reflect that while still living comfortably within the Post’s larger brand framework.
2. Reimagine How Editorial Cartoons Live on Instagram
Editorial cartoons are a defining element of the Opinions desk, yet their current presentation often retains original horizontal dimensions that depart from the 4:5 format standard of most Instagram posts. This can cause them to feel like irregular insertions rather than a fully integrated and dynamic part of the feed.
There are two potential paths forward. One would be creating a dedicated template system that adapts horizontal cartoons into a 4:5 format while preserving the integrity of the artwork. Another would involve working alongside the cartoonists on the desk to ensure that their work can be composed or exported with vertical adaptations in mind from the outset. Creating clear documentation and visual guidelines would help maintain cohesion across platforms while respecting artistic autonomy.
Headlines could also be incorporated directly into the template, giving each cartoon a structured framing device. A clear title treatment strengthens visual hierarchy and provides audiences with immediate context. In certain instances, this could expand into caption contests or conversation prompts, inviting readers to actively engage rather than passively consume.
3. Create Clearer Visual Signals for Columnist Identity Across Formats
Writers such as Megan McArdle or Dr. Leana S. Wen already have audiences who seek out their work specifically. Introducing subtle but consistent design markers tied to recurring columnists, much like the branding for “Make It Make Sense,” could reinforce that recognition in feed. Differentiated color accents, typographic treatments, or layout systems signal authorship while remaining cohesive within the broader Opinions brand.
Extending this logic across podcasts, newsletters, and video would further strengthen ecosystem alignment and continuity between formats. Clear visual differentiation between voices and products helps audiences navigate content intuitively, builds habit, and deepens engagement over time.