DEFINING A META BRAND FOR WORK

Executive Creative Director, Workplace from Meta

TL'DR The short of it, I embarked on a creative and organisational transformation role to overhaul the Workplace from Meta brand. The project was two years in the making involving extensive senior stakeholder management to define what brand means for the success of a B2B tech org. 

THE LONG OF IT I stepped into a creative leadership role in 2019 tasked with elevating the marketing creative for Workplace, Meta's dedicated SaaS B2B tool. My work was instrumental in setting the business up for success to confidently compete for a share in the market. 

I led the positioning strategy to define a brand that packs a punch and clear reason to believe:

When people feel belonging at work.

People feel better about their work.

People do better work.

Workplace helps organisations thrive through the potential of community, connection and belonging. 

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THE TEAM & MY ROLE Building a multi-disciplinary department uniquely positioned to understand work and people at work to deliver brand and advertising creative, in my role as ECD I was responsible for:

  • establishing a creative function from scratch with campaign creatives, brand designers, production designers and producers
  • set up creative processes
  • lead the development of our positioning strategy
  • set the creative vision for the brand
  • develop and launch a rebrand
  • set the culture and lead my team to execute on campaign briefs and brand activations
  • select agency partners to scale my teams capacity
  • evengalise the creative discpline and my teams work within the business
  • read the AdWeek review of the rebrand here

The Worlplace rebrand

THE ASK I was communicated three business challenges:  

  1. Marketing creative had a low quality bar - Business need 1, design excellence.
  2. The audience didn't know about Workplace - Business need 2, awareness.
  3. Buyers didn't understand what the product did - Business need 3, communication

But the overarching challenge was crediblity!

Meta is knows as a social tool. How could a product born in the consumer world compete in the land of business? We needed a strong positioning strategy to find our voice in the category. 

THE RESULT We leaned into our point of difference in the category and ability to connect people to our advantage to develop and launch a grown up brand communicating an inclusive, purposeful and innovative brand that brings the power of community to everyone at work.

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TOV In creating a unique tone of voice, we were able to express a clear and confident POV. We started to showcase the product in our comms to eliminate the gap between “brand” and “product” (hint: they are one and the same!)

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The team delivered extensive brand guidelines and playbooks to aligned internal teams and external partners. The impact of rebrand extended beyond marketing comms into the product experience, from acquisition to adoption through to retention.

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BRAND ILLUSTRATION Creating a new brand illustration style anchored in our positioning strategy and brand principles graduated the brand to MBA level. This was a critical part of the re-brand to successfully communicate a serious B2B brand for work.

We commissioned the talented illustrator Timo Kuilder to develop a custom illustration style based on the Workplace graphic device concept "collective blooming" - a visual representation of the magic that happens when individuals are brought together to contribute towards their work as a community. 

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ICONOGRAPHY SYSTEM Working with the amazing team at North Design, we developed an extensive iconography system to help convey both functionality within the app as well as brand communication in marketing comms. The system is built on the same design foundations as our brand glyph - simple and understated yet modern and expressive, leaving space for small nuances of charm and delight to feel human.

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Selected Works

CELEBRATING PEOPLE AT WORKCD, Workplace from Meta

DEFINING A META BRAND FOR WORKECD, Workplace from Meta

FINDING A VOICE IN THE PANDEMICCD, Workplace from Meta

DELIVERING FOOD ENVYCD, Deliveroo

CREATING A NEW CATEGORYCD, Dove DermaSeries

PROMOTING THE METAVERSECD, Meta for Work

KEEPING PEOPLE IN THE KNOWCD, 72andSunny Amsterdam

PROMOTING PERSONAL CARECD, R/GA London

CREATING A COMMS STRATEGYSenior Creative Team, BBH London

MIXED ART DIRECTION & DESIGNSenior Art Director

MIXED CREATIVE & CONCEPTSenior Creative

MAKING PICTURESPhotography, pure and simple

"One of Helin's biggest strengths is to craft ideas."

MARIANA BUKVIC, DESIGNER DIRECTOR NIKE PORTLAND

MARIANA BUKVIC, DESIGNER DIRECTOR NIKE PORTLAND