Meta Illustration Rebrand

Illustration system
July 2024 - November 2024

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 loose framework for the initial illustrations. Based off this foundation, I both 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 define the final style guide.

Sr. Art Director

Sara Wong

Art Director

Susan Lee

Style Guide Expansion

Select Pages

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 developed a library of 3D product icons; the flat brand logos would not work in the futuristic, ambient atmosphere of the new illustrations.

I defined the more tactical, “Business UI” illustrations that are meant to be used in more functional placements when a vibrant, rich illustration would not be appropriate i.e. showing the placement of a footer within a Marketing Message.

I realized there needed to be more rules around the level of complexity for smaller illustrations such as Cards. When seen in succession, rich illustrations felt too heavy in a business space.

Meta Business Suite
Roll out 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.

Illustrators

Jun Cen
Sophi Gullbrants

Art Director +
illustrator