WE THE CULTURE is an online initiative managed by a team of Black employees to invite and amplify content from Black creators. The initiative incorporated programming through partnerships with production companies focused on Black creatives. Our goal was to create a hero image that conveys Facebook’s commitment to Black storytellers in a way that resonates and provokes an emotional connection, and could be used in consumer facing tactics and for overall branding and identity needs.
We wanted to create something impactful and bold, but also modern and clean, to fit within the Facebook brand. The bright colors are expressed within the individuals, and also shown together in the abstract flowing wave, showcasing the stand-outs within one united community.
The client was very pleased with the final pieces, using the artwork on the Facebook Watch page and other creator platforms.