Project Info
Meta Pro Team is a rebrand of one of Meta for Business's most successful programs — Boost with Facebook.
As the Art Director in a large cross-functional group, I led and oversaw the creative campaign from strategy and ideation to launch, leading our external agency and internal teams of designers and web developers. This rebrand includes a new brand identity, promotional ads, and 600+ creative assets ranging from landing pages, social ads, emails and more.
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Role: Creative Lead, Art Direction, Design (Branding + UI/UX), Illustration
Director of Small Business Marketing: Andy Murray
Head of Design: Kim Moran
Art Director: Michelle Lin
Motion Designer: Dayoung Hwang
Visual & UX Designers: Maggy Hall, Sofia Baig
Copywriter: Leslie Sage
Marketing Managers: Erica Feld, Tiffany Tran, Joe Falore
Project Manager: Pamela Tanzillo
Web Dev Manager: Jon Berry (+ team of 10 web devs)
Agencies: Human After All, Across the Pond, Bone + Gold, Instrument
Visual Identity
The visual identity for Meta Pro Team combines multiple mediums, such as photography, video and illustration in a way that blends together aesthetically. Simple, minimal but bold, this branding should instantly feel very "Meta", while emphasizing human connection, optimism, authenticity and communication.
Photo & Video
With authenticity as the heart of our campaign, our campaign photos and videos focuses on showing real-life small business owners in a natural environment, emphasizing on passion for their craft. Our Meta Pro agents are seen as friendly, authentic and warm.
Ita Yoga Studio
Intro Video: Meet Meta Pro Team
To introduce the MPT program, we created an animated video explaining what the program is, and an overview of what which Meta pro has to offer.
Working with our copywriter Leslie Sage, we created the overarching storyline. I then storyboarded and art directed this video, along with illustrating all the characters and scenes. I also art directed our motion designer Dayoung Hwang who illustrated the UI illustrations, and our agency Across the Pond to bring this to life through animation.
Check out the full Meet MPT video below!
Illustration Library
I illustrated a comprehensive illustration library for the program, featuring small business owners in a variety of scenarios that can be used across this program and campaign.
Social Ad Campaign
Static and motion social ads to promote the launch of Meta Pro Team. We created both an illustrated version from our Meet Meta Pro Team video, and a version using real small business footage to test them against one another.
Email Design & Campaign
Emails are usually the first form of communication our potential advertisers have in learning more about the Meta Pro Team. Our new email signatures incorporate Messenger's chat UI to make the agents feel more authentic and personable — as if they're reaching out to start a chat.
Sign Up Pages — Web & In-App
Our Meta and Facebook sign up pages feature a "key visual" lockup of a Meta Pro agent and a small business owner to focus on connection. Our Instagram pages focuses on the small business owner to draw in creators and influencers.
In-app chat and call scheduling feature.
Homepage & Success Stories Hub
I designed the Meta Pro Team homepage which features the animated intro video and provides an overview of the program. The homepage also links to the Meta Pro Team Success Stories hub, which features a range of small business owners from around the world sharing their successes with the program.
Pro Team Hub
For our Meta Pro agents, we created an internal Pro Team Hub, which houses all the announcements, learnings, and metrics for them to succeed at their job. I worked with our agency, Instrument, and art directed this overview video to promote the Pro Team Hub and to guide our new agents on how to use this hub.
Branded Toolkit
Post-Launch Success
The launch of Meta Pro Team was well-received internally and externally, as it was featured in an article by Adweek. I also received a "Champion of the Month" award in July from our Director of Small Business Marketing, Andy Murray.
In the first month of our launch, we received great results including:
