The Facebook app is robust, with many features that could easily be standalone products. Product visual systems are developed to establish child-brands, giving each feature greater individuality and stronger connections to marketing efforts. The system defines the design language (color, typography, illustration, photography) within the Facebook Gaming product.

My role was to help drive that process from beginning to end. That included everything from partnering with product teams to understand their needs & create the brief, working with an agency & individually to define the POV on creative, guiding the first waves of implementation into the product, and collating everything into comprehensive brand guidelines that are used to drive all future work.