We had the unique challenge of making the Meta app ecosphere feel more human, relatable, and ready to use. Since this was the first in-person Meta Connect, we wanted to emphasize the aspect of togetherness and experiencing new technologies alongside one another — especially following the fear, uncertainty, and isolation of the pandemic. We saw an opportunity to bring familiarity to the metaverse through recognizable elements that blended the alternate reality with our physical one. We wanted the event to feel approachable and exciting for attendees. We were also keen to showcase how much of what had been futurecast at past events is now a Meta reality, driving forward the event’s ethos of collective innovation.

We utilized emojis and expressive typography to bring familiar elements to the metaverse and personify mixed reality experiences. The animation was focused on creating delightful moments. Our reaction animations functioned like they do in social media spaces, but with an experimental touch that tapped into Meta Connect’s origins. We took this opportunity to create something familiar yet fresh — a typographic system that comes alive using the abstract textures of the metaverse.

Because this year’s event was in-person, our identity and communications package extended beyond the screen to the Meta campus. We scattered sculptures of the different brand elements and metaverse abstractions across the global headquarters, amplifying the mixed reality message and normalizing the forms. Our task was to bring people together, foster understanding, and create excitement about the possibilities of an expanded world.