As an art director, I oversaw the website redesign of Facebook Business' online brand, product marketing, and small business marketing services, including Facebook Blueprint and Instagram. I collaborated with creative partners and cross-functional teams to concept and create innovative and effective marketing campaigns.
Challenges
Facebook’s Content Management System for the Business Marketing group was limited in features, not flexible, and had little support from engineering. Also, it wasn’t mobile-ready and, as a glaring example, could not center text over images on the desktop. The agency that worked on the design concepts for the redesign didn’t factor in these limitations. When handed off to our internal design team to migrate existing content, we had many compromises to design around.
I lead daily stand-ups with the design and engineering teams to keep track of issues and manage tight deadlines. This led to optimizing output and meeting deadlines at lower costs.
Projects
Facebook Business redesign
I designed the interim site during the transition between “Facebook for Business” and “Facebook Business” brand redesign. As Art Director, I worked with the Content Management engineering team to translate content from the existing site to the new design.
Logo design
Facebook Blueprint is Facebook’s free certification and online training program for ad creation and implementation. I worked as Lead Art Director with the Facebook Blueprint team to design an application logo for their upcoming iOS and Android apps.
Photography
I shot photos for Facebook’s Oculus hardware and website. I also directed and shot, and post-processed images for Facebook’s free public asset library of diverse (multi-ethnic, age, and gender) hands holding a variety of different phones. See more photography work.
Facebook Blueprint LMS redesign
I led the redesign of the Facebook Blueprint Learning Management System site. The goal was to make learning more accessible and easy to understand through course tracking and enrollment. I worked with Facebook’s LMS partners to manage implementation.
App design
After redesigning the Blueprint site, I designed a companion app that allowed users to continue their progress on the go. It included all the website features, including course tracking, and synced with class progression and certification features.
Facebook IQ redesign
Facebook IQ gives insights into current market trends to help businesses make more efficient ads using articles and research data. My job as the Art Director included working with external agencies on the redesign for both the web and mobile companion app.