In October 2016, I was responsible for scaling the team dedicated to shipping top-of-News-Feed messages around  global cultural events  in an attempt to further develop and define Facebook’s voice.

Facebook

As Creative Director, I influence the Facebook brand's strategy for in-product creative content and visual language. I am currently building and managing the team responsible for elevating and unifying all visual systems to create a more holistic and meaningful experience within the FB App.

 In October 2016, I was responsible for scaling the team dedicated to shipping top-of-News-Feed messages around  global cultural events  in an attempt to further develop and define Facebook’s voice.

In October 2016, I was responsible for scaling the team dedicated to shipping top-of-News-Feed messages around global cultural events in an attempt to further develop and define Facebook’s voice.

 The program launched with paper craft and stop motion animation. While the product capabilities were limited, the creative studio introduced new ways to express emotion and delight on the platform.

The program launched with paper craft and stop motion animation. While the product capabilities were limited, the creative studio introduced new ways to express emotion and delight on the platform.

Holiday Cards, 2016

Holiday Cards, 2016

Pride (left) and International Day of Peace (right), 2017

Pride (left) and International Day of Peace (right), 2017

As our product toolkit expanded and our ability to bring in user-generated content became possible, we pushed to make these carefully-crafted experiences more meaningful for people. Throughout 2017, we brought digital illustration and more complex animation techniques to the app.

 Through this program, we became advocates for building community both internally and externally.

Through this program, we became advocates for building community both internally and externally.

Solar Eclipse, 2017

Solar Eclipse, 2017

We looked for opportunities to collaborate with partners, such as NASA (like above for “the most important astronomical event in the social media era”) or the United Nations, to enrich the creative content as well.

Diwali (left) and International Day of the Girl (right), 2017

Diwali (left) and International Day of the Girl (right), 2017

Winter Olympics, 2018

Winter Olympics, 2018

Lunar New Year (left), Mother's Day (middle), and Carnival (right)

Lunar New Year (left), Mother's Day (middle), and Carnival (right)

We continued to improve relevance with accurate cultural details and played with the white space of the unit itself for a more integrated look.

This new illustration system, designed in collaboration with Buck, has been driving consistency for the Facebook brand. While it continues to evolve, moving away from paper and launching more animated storytelling allowed us to convey tough concepts through a more flexible craft.

By focusing on elevating quality in the product, we hope to strengthen emotional engagement with Facebook.

 Other projects have included various typographic and video-driven expressions of the brand as well.

Other projects have included various typographic and video-driven expressions of the brand as well.

Text Post Wallpaper Graphics, 2018

Text Post Wallpaper Graphics, 2018

While I can’t share a lot of recent Facebook work and most of the projects above are led vs. designed by me, I still find opportunities to play when I can.

These posters were recently created for our opening night party at IxDA Seattle 2019.

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