How do you relaunch one of the internet’s most loved brands without pissing the entire internet off?

In 2016 we collaborated with Instagram’s internal team launch their new logo and app design. Helping them develop a launch strategy and narrative to reveal news that well . . . was going to piss most people off.

To calm the impending freakout, we invited Instagram’s most powerful creators to remix and co-launch the new logo alongside us.

And for the rest of the world? 

We asked them keep calm. Carry on. And keep doing all those wonderful things that they do.