A system to post from, not a pile of graphics.

What a social media kit is

The word kit is doing quiet work there. What is usually sold under the name is a batch: twelve finished graphics, delivered flat, each one made for a post that had already been written. They look good for a fortnight. Then the thirteenth post comes round, nobody has a file to start from, and it gets made by whoever happens to have a design app open.

A system answers a different question: what should every post look like, including the ones nobody has thought of yet? That is the only version of this work that survives contact with a real posting schedule.

So the test is whether somebody who was not in the project can make a post next March that still looks like it came from you. Attractive sample posts prove nothing on their own. A kit applies an identity and cannot stand in for one. It takes the colour, typography and layout decisions made in a brand identity and works out what they mean at portrait crop on a phone, inside a circular avatar, and behind a caption. Finished kits sit with the rest of the work in the studio archive (opens in a new tab).

What is in a kit

Scope follows the channels you actually use. There is no sense drawing a header for a platform you have no intention of posting to, and a kit that covers everything usually covers nothing well. A typical kit contains:

• Profile picture and avatar, built for circular and square cropsVector · PNG
• Cover and header images for each channel in useEditable · PNG
• Feed post layouts, square and portraitTemplate
• Carousel layouts: opening, middle and closing framesTemplate
• Story and reel frames, vertical, with safe areas markedTemplate
• Quote and announcement templatesTemplate
• Caption-safe area guide, per formatPDF
• Colour, type and spacing rules as they apply to socialPDF

Sample posts are usually included, though they are the least important part of the delivery. They exist to show the templates working. The templates are the thing you keep. Profile assets come as vector masters plus flattened exports, so they can be redrawn at any size without loss. Which logo files you should receive explains why the vectors are the ones worth guarding.

The sizing problem, solved once

Anyone who has run an account has met this. A header laid out for a desktop is cut through the middle on a phone. An avatar that reads clearly on the profile page is unreadable in a comment thread. A photograph cropped for one feed loses its subject entirely in another. Producing more graphics never fixes any of it. The fix is to draw each layout once, at the ratio, with everything that must survive the crop kept inside a marked area.

We do not print current pixel dimensions for named platforms into the guide. Those numbers change, and a stale number is worse than no number: it produces artwork that is confidently wrong. Ratios, safe areas and vector source do not go out of date.

The avatar is where all of this turns unforgiving. Your mark has to stay legible as a circle a few millimetres across, beside a one-line comment, on a screen held at arm’s length. If it does not hold there, the problem sits upstream of the kit and belongs to the mark itself.

Can you edit the templates yourself

Editable is a word used loosely, so it is worth pinning down. It means the layout stays live: you change the headline, swap the photograph, update the date, and the type is still the right size, the margins are still the right margins, and the colour is still the brand colour. Nothing has to be rebuilt to make the next post.

It also means some things are fixed on purpose. The grid, the clearspace around the mark, and the relationships between type sizes are set, and the guide says which those are. A template that lets you change everything is just an empty document with a logo in the corner.

The written part carries as much weight as the files. Each layout comes with a short note on what it is for and what to leave alone, which is the same discipline as a full set of brand guidelines, scoped down to one medium. The work itself runs through the same four stages as everything else here: brief, directions, refinement, delivery. They are set out in full on the process page.

Whether this is right for you

This is a good fit if:

• You have an identity already, or are commissioning one, and want it to hold on the channel where most people will first meet you.
• You post often enough that designing each item from scratch has become a tax on somebody’s week.
• More than one person makes your posts, and the posts have begun to drift apart.
• You want the account to look like the company, not like the app it was made in.

It is a poor fit if:

• You have a logo and nothing else. Colour and type have to be settled once, properly, before anything can apply them. That is identity work, and making those decisions inside a social template puts them in the wrong order.
• You want someone to run the account: plan the calendar, write the captions, post daily, answer comments. That is a content studio’s job, and we do not take it on.
• You need graphics for a single campaign that ends next month. A system is the wrong shape for that, and you would be paying for durability you never use.

We would rather say that plainly than sell a kit into a situation it cannot fix. If you are not sure which of those describes you, write and describe the account as it stands.