New Illustration Style
In the second half of 2024, my team at Meta was tasked with creating a new illustration style that corresponded with the larger company re-brand. Our style shifted from humanistic, textural, and scenic to futuristic, 3D, and gradient-focused.
Sara Wong, the senior art director on the team, led this project and created a framework for the initial illustrations, Based off this foundation, I art directed freelancers Jun Cen and Sophi Gullbrants and self-created 70% of the first round of assets for production. These illustrations were used to further define the final style guide.
This project is ongoing as of January 2025. Below is a sample of illustrations in the new style compared to the previous style.
Style Guide Expansion
I art directed Sophi Gullbrants to create a set of objects that would live in our illustration library. Our team could reference and use these objects to create new illustrations, rather than starting from scratch each time. The final set of 59 objects helped define gradient color shifts in the new style.
I also worked to develop a library of 3D product icons; the flat brand logos would not work in the futuristic, ambient atmosphere of the new illustrations.
Art Direction
3 rounds, sketch to full color
Art direction brief
Feedback on sketches
Tweaking finals (normally wouldn’t, but because of new style, needed to be able to be flexible to adapt illustrations to developing rules)
Lorem ipsum
Deliverables
Created 19 original illustrations and refined 55 freelance illustrations out of 105 total assets for production, influencing 70% of final assets for the first round of production.
