The Facebook Gaming experience needed a distinct visual identity that could express the energy of gaming culture while remaining cohesive with the broader Facebook app. I led the development of its in-product visual system — defining the visual language and bringing the experience to life across surfaces.
Facebook Gaming
Product visual system
Overview
Designed to be playful and dynamic, the system brings expressive storytelling to the product while staying cohesive with the broader Facebook app. Post-launch, I embedded with the product team to continue iterating on the system’s narrative range and overall craft.
Color
The palette draws from the existing Facebook product colors, but leans heavily into vibrant greens, pinks, and reds, to create a distinct visual identity that stays aligned with the broader app.
Illustration
The illustration system pulls from familiar gaming imagery without ever directly infringing on any specific IP. Bold, thick strokes give the illustrations visual punch and help them stand out across surfaces, including when overlaid on photography. The color formula ensures all hues appear in balance, with each composition featuring a dominant hue to create focus and individuality while maintaining cohesion across the system.
Photography
Candid, inclusive, and lightly color-graded to match the system’s palette—photography served to ground the experience in real people while complementing more expressive illustrated moments.
Scaling the system
To support faster iteration and reduce the reliance on bespoke illustration requests, I led the development of a flexible illustration library — identifying common gaming themes and partnering with an external agency to produce a set of on-brand assets tailored to key surface types.
Extending the system
I embedded with the product design team to explore how we could better integrate Facebook’s contracted gaming streamers into the visual system. While we had high-quality, on-brand photo assets, there wasn’t a clear strategy for using them. I developed creative approaches to feature these streamers across multiple in-app experiences.
