Facebook Community + Impact Group
When Meta’s Community and Impact group first engaged with our team they were looking for a simple way to distinguish their verticals while navigating Facebook’s (now known as Meta’s) master brand. Once our team established the system and documented it in a style guide, this work led to the creation of hundreds of brand elements, multiple brand campaigns, and a series of branded templates.
Creating the System
We created a color system for the six community groups using Facebook’s wide color spectrum. This was a simple yet effective way for us to create a distinction without causing friction with the Facebook master brand.
Once the color system was approved, our team moved into the production of email, social media, and presentation templates, and image and illustration libraries in all 6 colorways. This work was completed by multiple production designers, illustrators, and motion designers under my art direction.
After our initial system was created we evolved this system to transition with Facebook’s rebrand to Meta.
Brand Campaigns
In addition to the template work, we collaborated heavily with multiple verticals to create brand campaigns. Using Meta’s illustration style, our team created eye-catching and playful posts and animations from conception to final production across multiple platforms. Each campaign's main objective was to be educational for nonprofits and community organizers and focused on promoting Meta’s platform tools.
Prominently, we collaborated with the Social Impact group, which works with nonprofits and promotes fundraising features within Meta’s products, on their Giving Season campaign. After engaging with our team, they saw increased engagement, especially in the animated videos our team produced.
Other campaigns centered around specific platform tools and cultural moments like Mental Health Awareness and Earth Day.
Giving Season
Social Impact Tool Promotion & Cultural Moments
Facebook Community Groups Campaign
Enter the Metaverse
With shifting business priorities, the Facebook company took on a new name and brand identity, Meta. To quickly adapt, our team collaborated with many internal team members to find new visual solutions that felt grounded in humanity while embracing the push to virtual reality.
