This is probably one of the projects I enjoyed working on the most during my time as a Marketing Communication Designer within EMEA at Facebook.
We created the branding and collateral material for a series of events produced to announce the opening of the Facebook's new Spanish headquarters in Madrid.
Both the space and the branding created for this issue aimed to reflect both the culture and feel of the Spanish capital and creativity and innovation (the basis of Facebook culture). Stylistic inspiration came from Spain itself, and we used bold and colorful graphics to bring across this aspect. The color palette in particular was inspired by the family of apps & services that Facebook was offering at the moment of the opening event. These were presented as the geometric and minimal shapes that formed the backbone of this event's identity.
The fact that the events identity was not permanent (the branding was created just for the office launch events) gave us the ability to create playful imagery with versatile and dynamic graphics, which kept things from becoming stiff and corporate-looking.
Four initial design concepts were developed but the final decision covered all the main communicative goals we were looking for. It plays with the powerful concept which welcomed all the attendees with an open invitation to discover the new Facebook "house" (now also their house) in Spain. We wanted to reinforce the idea that Facebook's new office is also the house of everyone, as the ground floor of the Facebook new location in Madrid is a space for inspiration and to share innovation. Therefore, we sticked ephemeral vinyl routes to guide the attendees to the different corners, inviting them to explore and know the new space during this new office opening.
The scale of the graphic design role included design planning, branding, stationery, wayfinding, digital invites and landing page/microsite design, animations, brand corners and multiple venue setup, and collateral material. We also created a take away box with some useful information about the platform and the products as a summary of the event's main narrative.
The art direction and the graphic design of this project was done in-house by myself, but collaborated with my in-house team to create the animations that were used around all the space. A 3rd party event organiser agency artworked many of the designs simultaneously, and also took care of the structure and illumination design during the events.
Working within any country of EMEA (Europe, Middle East and Africa) requires adaptability and an open mind in order to be able to connect with the audience of each specific region. In this case, both strategic and graphic adaptability came easy to me, since I am more than familiar with the culture and working system of the country - it is the country where I am from after all! It was very nice to have had the chance to be part of this great experience!