Workplace by Facebook


Client: Facebook

Agency: Workplace by Facebook

Role: Art Director, Designer, Animator

Toolset: Sketch / Illustrator / Photoshop / AfterEffects

Features: Highly commented at the Moody Awards 2018

Workplace is an enterprise connectivity platform developed by Facebook and its first SaaS product.
It uses familiar tools like groups, instant messaging and News Feed to transform teamwork, communications, and culture.
I was brought in back in 2017, as the team’s very first Art Director and Communications Designer, and as such, I am in charge of the branding, the creative and everything visual.

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I have been art directing agencies such as North (branding), Stink (DOOH), Unit9 (Brand films and case studies) and our amazing illustrator, Linn Fritz in order to build a consistent, engaging and fresh visual tone of voice.

Examples of WP Branding

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We created a very ownable and engaging style of illustrations, including characters, objects and scenes, in order to convey complex and abstract topics in a simple and engaging manner.

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I also came up with a scalable design system, that allows our illustrations to be used on several platforms and for different needs, without having to rely on cheap resizing nor having to invest time and budget into endless illustration resources.

The system is designed for flexibility and expression: the illustrations are drawn to be emotive and add context within the Workplace ecosystem, allowing our teams to convey complex topics in a simplified manner, across different platforms. Our illustrations complement our verbal tone of voice and help to establish the appropriate tone for each communication – both inside and outside the product.

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I was also the creative director for our first big brand campaign, “Together changes everything” – featuring some of our most inspirational customer stories. I worked closely with one of our agencies, Unit9, and our clients, in order to deliver 5 emotional films, which we used on pitches and top of the funnel campaigns, achieving great results (when used in ads, they performed 40x better than the market standards):

I’ve been art directing several photographers, in order to achieve an intimate, authentic and very un-corporate visual direction. In a couple of cases, I took the shots myself:

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I have also concepted and designed several of our digital campaigns, such as the Telefonica x Workplace announcement (120k employees switching to Workplace by Facebook), during Valentine’s week – where I leveraged on FB’s popular “in a relationship” UI:

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Our airport OOH campaign was “highly commended” in the Best Tactical Campaign category at 2019’s Moodies Awards, which recognizes the best airport and travel retail digital, social media & marketing campaigns globally.

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