3 Things We Loved About the Figma IPO Comms Playbook
Figma’s 2025 IPO was one of the clearest demonstrations in recent memory of how to run smart, strategic communications while in the spotlight. The company had every reason to play it safe. Just two years earlier, its $20 billion acquisition by Adobe collapsed under heavy regulatory pressure, an outcome that could have cast a long shadow over its future. But instead of pulling back, Figma leaned into the moment. They used the IPO to reshape their image, proving they were not defined by a failed deal but by their own business momentum, vision, and resilience. With over 150 articles and 60+ tier 1 reporters covering it over 4 months, Figma’s comms strategy is definitely something to write home about (or at least a blog post).
At Tell NY, we work every day with fast-moving tech companies that face similarly high-stakes moments. Whether it’s announcing a major funding round, navigating a rebrand, or preparing to enter the public markets, we know how much careful planning and storytelling these events require. Naturally, we paid close attention to Figma’s IPO journey, and three aspects of their communications strategy stood out to us.
Creating the rhythm
One of the most impressive things about Figma’s IPO strategy was how they structured the news flow. Rather than releasing everything in a single splash, they built anticipation step by step. The campaign officially began in April with a blog post confirming their confidential S-1 filing. That was followed by a public filing in July, then a well-executed roadshow, a price range increase, and a timely leak about surging investor demand.
This deliberate pacing paid off. By the time the stock officially debuted, top-tier outlets such as Bloomberg, Reuters, and The Information had already published dozens of overwhelmingly positive stories – and the coverage never felt repetitive or forced. Each milestone introduced something new to the conversation, sustaining interest and creating a sense of momentum.
Using the IPO to tell a bigger story
Figma also avoided a common trap: treating the IPO as an endpoint. Instead, they used the spotlight to accelerate their broader narrative. In the weeks leading up to the debut and immediately afterward, they rolled out significant product updates, including the launch of “Figma Make” and new AI-powered tools, and also hosted their flagship conference, “Config 2025”, during ExCel London. They also announced new board members from respected companies like Anthropic and Duolingo.
By tying financial milestones to product launches and leadership news, Figma framed its IPO as the start of a bigger chapter. For communications leaders, the lesson is clear – big financial milestones should not eclipse everything else. They should be leveraged to create opportunities and help spotlight news that might otherwise slip past the media, from product launches to reinforcing the company’s mission and reminding the market of its original vision.
Making it personal
Closer to the IPO day, coverage started to fill up with profiles and behind-the-scenes articles about Figma’s CEO and its investors. Reporters wrote about Dylan Field’s journey from a college dropout and former LinkedIn intern to the 33-year-old cofounder of what became a $68 billion Wall Street success. Stories highlighted early investors, employees who bet on the company, and the resilience Figma showed in bouncing back after the failed Adobe acquisition. It was clear that once investors saw the buzz around this IPO and how it was set to be a major success, they jumped at the chance to be part of the narrative of a bold market move. Beyond raising their own visibility, these interviews gave Figma added credibility and reinforced the company’s long-term comms strategy behind the IPO.
These pieces gave the IPO a human dimension. Instead of being a purely financial event, it became a narrative of persistence, ambition, and resilience. This did not happen by chance. Figma’s team clearly put in the work to brief reporters and offer access to the founder and investor’s stories and insights. This led to meaningful relationships with them, which resulted in high volume and quality coverage all in all.
The takeaway is that personal stories matter. When founders and investors are willing to share their experiences authentically, they create narratives that extend far beyond business results.
Final thoughts
Figma’s IPO comms were crafted with the long game in mind. From announcements to public appearances, everything fed into a bigger narrative. What could have been a predictable stream of market updates and stock chatter became a four-month campaign that spotlighted the company’s product, leadership, and vision. By blending innovation with executive storytelling and a few bold moves in a crowded market, Figma kept reporters and readers hooked. For anyone gearing up for a defining moment, their IPO offers a comms playbook worth studying.