Facebook Design Systems
Over the course of a year I worked closely with Facebook’s Design Systems team through Free Association to help shape a more unified visual language across the platform. The goal was to refresh and elevate Facebook’s identity, creating a sense of consistency from product to marketing. I helped define how that vision could be implemented across the platform.
I led 3D art direction and designed both 2D and 3D assets across a wide range of elements, including reactions, badges, emojis, stars, and iconography. My work spanned from production of assets to more exploratory R&D, contributing to how these visuals showed up across different parts of the Facebook ecosystem.
Reactions
One of Facebook’s most widely used features, with billions of interactions each day. During the R&D phase, I explored material qualities, lighting, and expressive range to help define a 3D visual language that could remain consistent and recognisable across the platform. The explorations shown here directly informed the direction of the final shipped set.
Stars
Stars is Facebook’s creator monetisation currency, enabling fans to support creators across both live and on-demand content. I worked on the 3D asset development for the Stars iconography set, exploring material and shape language as well as different approaches to tiering across the set.
I led the 3D look development and worked on the asset production for this set of badges, establishing a soft material language and a lighting system. Diverse symbols from expressive characters to icons are anchored within a consistent framework of geometric containers, building a scalable visual logic that ensures every badge functions as a cohesive part of the broader ecosystem.
These avatars were an exploratory R&D project focused on standardizing human representation within Facebook’s UI. Our goal was to build a diverse cast of 3D portraits that balanced personality with a strict proportional system.
I focused on finding where simplified form meets character. Designing avatars that feel recognizable and expressive but restrained enough to function and read as interface elements. The exploration involved balancing expressive range with consistency and inclusivity.
