Facebook Brand

Designer/AD, Meta ‘18-20

The Facebook app helps you connect with friends, family and communities of people who share your interests.

In my last two years at Facebook I was dedicated to the Facebook App brand, leading design and art direction across our brand refresh, digital and social channels, and numerous brand awareness initiatives.

We collaborated closely with partners at We are Collins, Wieden & Kennedy and across the internal team to develop the brand, conducting audits and user testing to identify opportunities and formulate a plan of action for a brand system that was both scalable and authentic to the Facebook audience. The resulting brand captivates audiences and evokes joy through the bold use of the iconic logo, color, type, and seamlessly integrated product moments, resulting in a vibrant voice that can scale and adapt across various platforms and content.

Here’s a glimpse of the brand and initiatives I led:

Creative X - Zach Stubenvoll, Catherine Ray, John Slater, Mariano Cassisi, Laura Mango, Marian Chiao, Chris Cusson, Daniel Ilic, Maria Wan, Richard Harrington

The Facebook app Brand Portal: I led the development of the Brand Portal,created to showcase the brands key attributes in a dynamic and joyful way, while acting as the gateway to all brand resources for agency and internal partners. We partnered with Jam3 to develop the interactive website that combines vibrant photography, engaging UX and colloquial copy.

Designer – Chris Cusson
Creative Director – John Slater
Partner – Jam3

Facebook Social: After successfully growing Facebook Marketplace's social channels, I was tasked with collaborating with a team to establish the core Facebook channel. Following an in-depth strategic analysis, we partnered with creative and social leads to develop a consistent yet adaptable guideline for internal and external partners, enabling the creation of engaging and culturally relevant content across various channels. Our team successfully expanded the channel's reach to over 180M+ followers, concurrently boosting sentiment and core engagement metrics.

Creative Director – Andrea Mileskiewicz

Rachel Sparks