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The Spectrum of Expression framework represents a fundamental shift in how we approach visual design at Meta, enabling us to strategically calibrate the intensity and emotional tone of design elements across various user contexts. I led the creative direction, strategy, and conceptual development of this framework, collaborating closely with a contractor to shape and scale it into a practical, adoptable system. This effort involved not only defining the visual guidelines but also fostering cross-functional relationships to drive its adoption across teams.

As a result, Spectrum of Expression has laid the foundation for projects like Illustration Style 3.0, Meta Account’s visual identity, and explorations in symbology and sound, setting a new standard for expressive design at Meta. Through a carefully mapped spectrum—from subtle, supportive expressions to bold, celebratory ones—Spectrum of Expression empowers Meta’s design teams to deliver more cohesive, engaging experiences. It aligns our visual language with the diverse needs of our users, building a richer, more unified brand presence across platforms.