CooperSurgical

CooperSurgical is a global medical device company supporting women’s health, fertility, and labor & delivery. Following an in-house brand refresh, the CooperSurgical social presence lacked visual consistency, posts varied widely in style, color, and structure, making it difficult to recognize the brand or post reliably.

I was responsible for designing a scalable social media template system that translated CooperSurgical’s new brand into a cohesive, flexible visual language, enabling consistent posting across themes, campaigns, and audiences.

The challenge wasn’t a lack of content, it was a lack of system.

Key issues

• Social posts looked inconsistent and disconnected

• Multiple product lines created visual fragmentation

• No repeatable templates for efficient, scheduled posting

• Brand recognition was diluted across the feed

At the same time, the new CooperSurgical brand intentionally allowed flexibility:

• No single “default” brand color

• Product areas mapped to different color families

• Watercolor textures used as a core visual element

The system needed to unify without flattening the brand.

Using the new brand guidelines as a foundation, I designed a modular social template library that could flex across content types while remaining unmistakably CooperSurgical.

Design principles

• One branded “house” across all posts

• Consistent structure, flexible expression

• Templates designed for ease of reuse by internal teams

Key visual elements

• Watercolor textures used as a consistent brand anchor

• Color-coded templates aligned to product areas and themes

• White backgrounds and clean typography for medical clarity

• Human-centered photography balanced with abstract brand elements

Template categories

• Educational carousels (conditions, awareness, myth-busting)

• Statistics and data highlights

• Employee spotlights and employer-brand posts

• Campaign and announcement templates

• Reels, stories, and feed-optimized formats

These templates were designed to work across Instagram grid, feed, carousel, reels, and story placements.

The system prioritized consistency without creative burnout.

Scalability considerations

• Templates designed for rapid duplication and iteration

• Clear hierarchy so copy could change without breaking layout

• Color and texture variations allowed diversity within structure

• Designed to support ongoing content calendars and campaigns

The result was a visual system that:

• Reduced design friction for future posts

• Improved feed cohesion and brand recognition

• Allowed multiple teams and content types to coexist visually

The library supported a wide range of content pillars, including patient education, employer branding, and campaign storytelling, without requiring custom design for every post.

The final social template system gave CooperSurgical a recognizable, repeatable, and flexible visual presence aligned with their new brand direction.

Results

• A unified social aesthetic across diverse content types

• Improved brand recognition within the Instagram grid

• Easier, more consistent posting on schedule

• A design system flexible enough to grow with future campaigns

Key takeaway
Strong visual systems aren’t just about aesthetics, they enable consistency, efficiency, and long-term brand equity.

Social UI Design · Visual Systems · Template Design · Brand Translation