What happens when an established global brand changes their name and starts from scratch?
In November 2021, Facebook rebranded to Meta with an opportunity to shift the company's image, literally. The brand direction had to be aligned with the future vision the company is working towards—an exciting and new-to-most concept: the metaverse. The new identity first came to life with a design system, and soon required the support of unique art direction in photography and motion.
The new visual direction presents authentic experiences in immersive and inspiring ways. Color, dimension, perspective, texture, light and movement heighten the feeling of being in the moment with others, with social connection at the core of the brand.