Cynthia Pratomo is Director of Brand and Product Design leading identity, cultural experience, and product creative for Instagram, Threads, Edits, Instants and Meta projects. She directed Instagram's first major brand refresh in over ten years — the new script wordmark, identity system, and viewfinder device that reframes every image around the act of making it. She also built and launched the Threads brand from zero to a platform used by hundreds of millions, and now leads creative vision for generative media and AI-native product experience for Product Creative at Meta.
Before Meta, Cynthia was Head of Creative and Global ECD at WeWork where she led the pre-IPO campaign and rebrand. She led NY design for the international branding agency Wolff Olins, was Head of Design at Anomaly and taught senior portfolio at Pratt Institute. She holds an MA in Art & Design History from Hunter College, where her thesis examined MoMA's publication design and the emergence of brand identity — a grounding in cultural institutions that shapes how she thinks about brand as more than visual identity.
She lives outside New York City with her family.