Formulation
What was once just one singular app has now turned into a corporate colossus of many brands. This has created a messaging dichotomy between Facebook, the social media technology, and Facebook, the global holding company. To separate these two divergent entities sharing one umbrella, the Facebook (now known as Meta) company is rebranding with a direction based on a new, overarching company-wide ethos focused on empathy for their users.
Besides a new brand identity and art direction, the new Facebook brand requires a comprehensive re-design of its online presence. By visually interpreting and extracting from the "empathetic" ethos, we can create a more personable, user-friendly design system which more accurately represents the new brand.
To express the new "empathetic" identity for Facebook company digitally, the brand's color selection system allows for content managers to enhance the connection between copy and image. A content manager selects a color contained within the chosen display image within the CMS, and then a contrasting color for typography placed atop said chosen imagery. To assist this process, the design system features predetermined AA compliant image-based hex color code combinations to act as a visual template.
After we've created a digital brand expression system based on the new identity, here we expand on our initial color and typography explorations to develop a fully workable system of type styles, basic content modules and primary user interface elements.
Implementation
The new corporate ethos, centered on the power of bringing people together, is the core point of emphasis in our strategic and artistic direction. With a newly cinematic and photographic creative direction correlating with this human-focused ethos, here we begin creating pages aligning with this dramatic identity shift.
"We believe in the potential of people when they can come together."
"We believe in the potential of people when they can come together."
"We believe in the potential of people when they can come together."
What We're Working With
Currently, there is no landing page representative of the Facebook company, only a news-focused area aligning with the Facebook app's identity. It is this section we will develop into a corporate landing page introducing the new Facebook company brand, whilst maintaining its purpose as a repository for all Facebook company and subsidiary-related news and information.
Besides giving prominence to the new Facebook corporate identity, the intent of this website is to also further integrate sub-brands such as Instagram and WhatsApp into the Facebook corporate fold, emphasizing how the power of all of them together aligns with the new "together" corporate ethos.
The various sub-brands under the Facebook company umbrella all have their own uniquely designed brand identities. To allow these identities to maintain visual autonomy whilst also making clear that they are a part of Facebook company, we designed a templated visual architecture providing the sub-brands a canvas to display their uniqueness contained within the greater website's design system.
As important as providing a platform to enhance brand messaging is, ultimately the most common user intent of this site is to find news about Facebook company and all of its subsidiaries. To align with the newly redesigned landing and brand pages, here we create a completely new news and search section incorporating a completely new information structure and search interface.
