Edenred – Red Progressions: a plug & play social media design system

Fig. 1 – Edenred Red Progressions: a plug and play social media design system

About Edenred

Edenred is the world’s leading platform for services and payments for the working world. Operating in 45 countries, Edenred connects over 50 million employees with 2 million partner merchants through digital solutions. With products spanning employee benefits, fleet & mobility, and corporate payment services, Edenred plays a key role in daily life, offering simple, secure, and efficient ways to transact.

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The challenge

Edenred’s social media presence spans multiple markets and dozens of content formats. However, the lack of a unified visual system led to inconsistencies, inefficiencies, and creative bottlenecks. Each team had to reinvent assets for every campaign, slowing down delivery and diluting brand impact.

The challenge was clear: create a social media design system that was both highly consistent and endlessly flexible, empowering local and global teams to build branded assets quickly, without sacrificing creativity.

Fig. 5 – Red Progressions carousel example

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The creative approach

Our solution was to treat social media not as a collection of isolated posts, but as a scalable design ecosystem.

By applying principles from modular design systems (such as those used in product and web design), we translated Edenred’s brand identity into a set of plug & play building blocks. Each element — color, typography, layout, imagery — was defined through reusable tokens. This approach ensured:

Clarity → Every visual element is intentional, documented, and reusable
Consistency → Posts look and feel cohesive across markets, languages, and channels
Creativity → Teams can remix and combine tokens like Lego bricks, creating endless variations while staying on-brand

In other words: we didn’t just design assets, we designed the system behind the assets.

Fig. 13 – Example of asset construction using the Red Progressions design system tokens

The design system

Red Progressions is powered by tokens — standardized variables that define how elements behave.

Layout tokens ($layout-08, $layout-16) define the grid structure, ensuring proportional layouts across formats
Color tokens ($red-01, $red-02, $blue-01, $blue-02, $white-00, $olive-01, etc.) enforce brand-approved palettes
Type tokens ($heading-01, $heading-02, $body-01, $label-01) establish hierarchy and clarity across different text sizes and weights
Image tokens ($image-00 full-bleed, $image-16 16 columns, $image-08 half-width, etc.) define how imagery adapts to layouts
Asset type tokens combine all the above to define ready-to-use content structures. For example:
- $square-00 = a full-width square image
- $square-circular-multiple-08 = the asset has a circular image arranged in an 8-column grid, along with multiple adjacent empty circles
- $square-capsule-single-06 + $image-capsule-06 + $heading-01 + $body-01 + adapters = a capsule-shaped single-image asset with scalable text and optional geometric adapters

This modularity makes the system plug & play: anyone can build an asset by stacking tokens, guaranteeing both speed and brand consistency.

Fig. 14 – Asset example

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Outcome

Red Progressions is a scalable, token-driven design system built to accelerate content creation for Edenred’s global and local teams. It delivers a unified brand presence on social media, ensuring that every post — no matter the campaign or the market — feels distinctly Edenred.

By removing the need to constantly reinvent visuals, the system empowers teams to focus their energy on storytelling, creativity, and impact. At the same time, it lays down a future-proof foundation for brand evolution, giving Edenred the flexibility to scale content production while maintaining absolute consistency and recognizability across every channel.

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