Meta Connect
I co-led creative direction for Meta Connect 2022, the company's first keynote following the rebrand to Meta.
Our team developed the visual identity system, set design, broadcast package, and campaign assets. The visual language juxtaposed physical materiality—mineral textures, natural light—with augmented layers, reflecting the company's positioning of spatial computing as an extension of the physical world.
I - Inspiration
II - Brand Expression
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 opportunity to share a more expanded view of the new brand identity.
