Every illustration system has a lifespan. Meta's previous system had run its course, and a new visual language was needed to replace it. Where its predecessor was colorful, surreal, and deliberately abstracted from naturalistic human forms, this one needed to feel grounded and real.

As art director, I helped develop a system built around textured brushes, naturalistic human proportions, and a color palette that could authentically represent a range of skin tones and hair textures.

The brief called for genuine diversity across race, ability, body type, and age — every craft choice served that brief directly: shape language didn't obscure the human hand and was allowed to be a little imperfect, while scenes were designed to celebrate the full range of Meta's user base.