Meta Connect
I co-led creative direction for Meta Connect 2022, the company's flagship developer conference and first keynote since the rebrand to Meta.
Our team developed an entire branding system spanning visual identity, set design, broadcast package, and campaign assets to build a holistic visual experience.
The visual language juxtaposed physical materiality with augmented layers, positioning spatial computing as an extension of the physical world rather than a departure from it. Our ambition was to show that the tools themselves could be instruments of creative expression, so many of the painted textures were born from explorations made directly in Meta Quest.
I - Inspiration
II - Brand Expression
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The Verge | Engadget
Inspiration
The expressive, human qualities of painted, prismatic light felt compelling as a starting point. To the team, it was representative of Meta's work to build new layers of human experience only possible through spatial computing.
By projecting this layer atop raw materials, the juxtaposition became emblematic of the limitless creative possibilities that virtual reality provides when the constraints of the real world are removed.
What prevailed through these dichotomous environments and materials was a visual source of communication — a constant theme of one influencing the other. It is within this back and forth between environments where the story was grounded.
Brand Expression
Meta Connect 2022 was the first unveiling of the expanded brand identity after the company-wide rebrand to Meta.
