I had the privilege of leading the creative direction for the 2025 Facebook Design Summit alongside James Tae. At the start of January, we set out to develop a fresh and innovative concept that would not only inspire our colleagues but also thematically drive home the movement and momentum within the Facebook app this year.

Our goal was to leverage our existing brand levers to create an elevated concept that evoked a sense of movement and inspired the 450 summit attendees. We collaborated with a talented team to bring this vision to life.

We utilized our brand shape language and reactions to create a cohesive look across print, environmental, and motion elements.

Our design system integrated these components to ensure a unified feel across all collateral. By strategically placing shapes, we created a sense of momentum throughout the print, digital and environmental design.