I Hate Social Media. So I Built a System.

I design identities for a living. I have absolutely no desire to become a content creator.

Social media has always felt like another small administrative job somebody quietly slipped into the running of a design studio. Finish the work. Chase the invoice. Answer the emails. Then, just as you’re about to go home, remember you haven’t posted anything since February.

Brilliant.

The usual solution seems to be discipline. Content calendars. Posting routines. Content pillars. A little weekly ceremony where you stare at Instagram wondering what the fuck you’re supposed to say about yourself.

I tried that.

Turns out I don’t need more discipline. I need fewer decisions.

So I built a system.

There’s now one folder where I throw finished work, old projects, photographs, screenshots and anything else that might be worth showing. Every few months, that pile gets sorted into a simple social runway. A decent piece of work appears once a week with a small observation beside it.

No campaigns. No feeding the algorithm. No Tuesday morning panic.

If something better happens in the meantime, it gets the slot. If not, the system quietly keeps the lights on.

And somewhere in the middle of setting all this up, I realised it’s exactly the same problem we solve with identity.

A good identity shouldn’t depend on somebody making twenty fresh decisions every time a PowerPoint needs opening or a sign needs printing.

It should give people enough structure to get on with things.

Good systems don’t create more work.

They remove it.

Which is useful, because I’ve already got a job.