Mark Zuckerberg and the Meta executive team wanted to unify all brands under the Facebook Company to build awareness for the portfolio brands as a form of unity. Once unified, Facebook intended to deliver original content from each app in a catered blog format to build an honest quality reflective of the brands.

With a team of strategists, UX designers, Visual designers, and copywriters we devised a sprint approach that allowed for high exploration. As part of the process, we embedded our team into Facebook and eventually worked from their San Francisco office three times per week. Heavy iteration and testing were implemented throughout as the platform was constantly evolving. During the UX phase, we determined that a content platform with interactive infographics, robust filter navigation, and dynamic storytelling was the best presentation of the high volume of organic content that would be created.

Together with the FB team, we designed a strategy that manufactured organic content true to the values of each brand. However, the landing page was created to visually symbolize the unity of the brands as one company, and serve bite-size introductory content reflective of brand-specific topics to establish cohesion. The final product was a robust, story-driven experience that expressed the company’s mission, offered people access to communications across all subject matter regarding the unique brands, and provided data-driven tools that amplified small businesses across the world.