Deliverable: Brand System, Style Guide
Agency: Sequence
Role: Design Director & Lead Designer
Creative Director: Heidi Reinfeld
Designers: Issa Mao, Morgan Silva
Deliverable: Brand System, Style Guide
Agency: Sequence
Role: Design Director & Lead Designer
Creative Director: Heidi Reinfeld
Supporting Designers: Issa Mao, Morgan Silva
Facebook Business
Millions of businesses, big and small, use the Facebook family of apps and services to connect with real people and grow their business.
Although people are at the core of their business, as a business brand, Facebook Business was seen as robotic, lacking warmth and personal connection. They needed a brand strategy to embody their mission to empower the growth of businesses, and a visual branding system to communicate this and span all media, channels, and audiences globally.
Facebook Business
Millions of businesses, big and small, use the Facebook family of apps and services to connect with real people and grow their business.
Although people are at the core of their business, as a business brand, Facebook Business was seen as robotic, lacking warmth and personal connection. They needed a brand strategy to embody their mission to empower the growth of businesses, and a visual branding system to communicate this and span all media, channels, and audiences globally.
Facebook Business
Millions of businesses, big and small, use the Facebook family of apps and services to connect with real people and grow their business.
Although people are at the core of their business, as a business brand, Facebook Business was seen as robotic, lacking warmth and personal connection. They needed a brand strategy to embody their mission to empower the growth of businesses, and a visual branding system to communicate this and span all media, channels, and audiences globally.
Facebook Business
Millions of businesses, big and small, use the Facebook family of apps and services to connect with real people and grow their business.
Although people are at the core of their business, as a business brand, Facebook Business was seen as robotic, lacking warmth and personal connection. They needed a brand strategy to embody their mission to empower the growth of businesses, and a visual branding system to communicate this and span all media, channels, and audiences globally.
Approach
Our team partnered with Facebook to create the brand positioning. We leveraged a few essential headlines as a starting point to bring the brand expression to life through a series of touchpoints that span print and digital.
We focused on Facebook’s attributes of authenticity, empathy, future-forward, and delight to develop a brand expression.
Our Solution
Photography, texture, layering, scale and custom UI-inspired shapes form the basis of the design system. Natural, candid, everyday moments within the photography to provide depth and natural warmth.
A slightly unfinished quality to the overall design mimics the FB campus and culture, and layering creates a feeling of depth that echoes the richness within humankind.
BEFORE / AFTER:
DECK SYSTEM BEFORE/AFTER:
The Outcome
What resulted was a flexible system to be used by designers and non-designers.
MORE WORK
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