Pinterest Business

Pinterest is where the world goes to find ideas, products, and inspiration, and brands play a huge role in that discovery. To ensure that message was resonating with potential advertisers, we created a business site as engaging as the Pinterest platform itself.

Find Who Matters Most

Historically, the Pinterest Business site was serving “everything to everyone,” which resulted in generic messaging, a dense site architecture, and little user understanding of what the platform offers. Through discovery and workshops, we revealed something vital: The site’s focus needed to be on small and medium retailers, followed by creators. Through three rounds of user research and testing, we honed in on each of these group’s unique needs.

Design To Inspire

Embracing Pinterest’s reputation as “the most positive corner of the internet,” we created a brand language, UI system and color story to match. Since our site would be the first expression of the new Pinterest brand, we partnered closely with their design team to uncover a wide range of brand applications, which were tailored to meet the needs of the digital space and our business audience.

Future-proof the System

Pinterest had a small window of time to get the site up and running. To pull it off, our dev team created a React component library in Storybook, which allowed Pinterest engineering to quickly assemble the site's pages. We also defined a color system made up of "themes" that could be applied to any component. Not only did these efforts allow us to efficiently mix, match, and update elements throughout the project, but they support ongoing updates and empower internal teams.

A collage of typography, input sliders, images, illustration, and notifications that we designed for Pinterest

Simplify the Experience

We created a streamlined content strategy to address the specific needs of our primary audience, and gave it clear guardrails so the Pinterest team could protect the clarity of the site going forward. We set the content within a focused but scalable architecture, and used an intuitive navigation that makes engaging with the Pinterest Business site easy.

Show What's Possible

Advertisers want to feel inspired too, so we partnered with the Pinterest team to craft a site-wide narrative that balances tactical details with real-world storytelling. We kept the copy conversational and crisp, and leaned into moments of “show don’t tell” to bring the power of the Pinterest platform to life for its business audience.

A gallery of mobile webpages we designed for Pinterest Business

Instrument was an extension of our team and we were so in-sync with them that we were able to quickly align and pivot when needed. They knew our customer as well as we did and dug deep into research to ensure we were building the best solution possible. I can’t think of a better team to have worked on such a complex project.

Kate CarolanChannel Marketing Manager at Pinterest

Our Roles


  • Copywriting
  • Art Direction


  • User Testing
  • Information Architecture
  • Content Strategy
  • UX Strategy
  • Feature Roadmapping


  • UI / UX Design
  • Visual Design
  • Creative Direction
  • Motion Design
  • Accessibility


  • Front-end Development
  • Quality Assurance
  • Accessibility
  • Consulting

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