Facebook was one of the most recognizable brands in the world.

Until it decided to become something else.

Meta Connect

In 17 years, Facebook had become synonymous with social media. But the company had grown far beyond a social network.

In 2021, Facebook became Meta, repositioning the company around a much broader vision for technology and human connection.

The challenge was not simply to launch a new name. It was to change how the world understood the company.

Our strategy was to move the story from what Meta was building to what that future could mean for people.

Instead of leading with technology, we built the narrative around familiar human experiences: how we work, play, create, learn, and connect.

The work

The rebrand needed to feel bigger than a new logo or identity. It needed to give people a reason to believe in what Meta was becoming.

That strategy shaped the entire experience, from the visual language and keynote to product storytelling, environments, live broadcast, and a series of films that made the new vision tangible.

The result was a 10-hour live broadcast introducing Meta, its new identity, and its vision for the future.