Facebook: Cultural Moments
As Creative Lead for Cultural Moments, I led a team of artists and provided creative direction to external agencies in designing and animating intricate ‘Wordmarks’—characterful interpretations of Facebook’s logotype. The work highlighted global events, cultural moments and awareness ranging from climate crisis, mental health day, to Pride and New Year’s. Artists were strategically selected based on each cultural moment in order to gain an informed perspective. As a strong supporter for DE&I and accessibility, all the artwork and animations aimed to be representative and inclusive for our diverse global audience.
500+ pieces of animated art launched globally. My work included designing a programmatic system for cultural moments on the Facebook app: framework for briefs, a system for how work is shared internally and externally, how feedback was captured, onboarding the artists, collaborating and reviewing with XFN partners, and tracking the performance metrics. The outcome accelerated program impact and grew core business needs at scale which was the foundation for the program.
Artful, High Quality Experiences
Millions of people globally interacted with the ‘Wordmark Delight’ leading to a deeper dive into the moment across the Facebook app.
Amplifying Community Voices
Applied DE&I principles to create diverse and relatable visuals. I worked with global creatives from the same communities we celebrate which enabled authentic voices and stories to shine. A few examples below from the hundreds of assets launched throughout the years.
World Mental Health Day
Native American Heritage Month
