Meta Connect 2022

Steven co-led the creative team guiding the experience and brand package for the annual keynote. 

Meta Connect 2022 was the company’s first experience presenting alongside the new Meta brand, and the team built a robust visual style guide, presentation, event package, social media assets, sizzle reels, and more.

Inspired by Meta’s vision of spatial computing as an extension of the real world, the team explored the symbiotic relationship between them — finding a balanced juxtaposition of real-life elements (mineral-like textures and the like) and the augmented layer.

CREATIVE DIRECTION • KEYNOTE DESIGN • UI/UX

Objective

Develop an ownable brand visual identity and event package to launch the future vision of Meta.

Inspiration

The expressive, human qualities of painted, prismatic light felt compelling as a starting point. To the team, it was representative of Meta’s work to build new layers of human experience only possible through spatial computing. By projecting this layer atop raw materials, the juxtaposition became emblematic of the limitless creative possibilities that virtual reality provides when the constraints of the real world are removed.

What prevailed through these dichotomous environments and materials was a visual source of communication — a constant theme of one influencing the other. It is within this back and forth between environments where the story was grounded.

Team

Creative Directors: Steven Jos Phan and John Lin
Executive Producer: Lindsay Hegleman
Creative Agency Partners: Buck