Meta - All Hands 2024
Role: Art Director
Scope: Creative exploration, narrative development, visual direction, executive alignment
Overview
Led early creative explorations for Meta’s 2024 All Hands, developing multiple visual and narrative directions to help define how company-wide messaging could be communicated at scale.
The work focused on shaping potential approaches that aligned leadership vision with a cohesive and engaging presentation experience.
The Challenge
At the exploration stage, the direction for the All Hands was still undefined, with multiple stakeholders and evolving priorities.
The challenge was to provide clarity through options:
Translating broad, abstract goals into tangible creative directions
Creating distinct approaches that could guide decision-making
Balancing vision, flexibility, and feasibility
Aligning early with leadership to reduce ambiguity downstream
My Role
I led the development of creative explorations, focusing on both strategy and communication:
Developed multiple narrative and visual directions for the All Hands
Framed each concept with clear rationale and use cases
Partnered with stakeholders to gather input and refine direction
Presented work to support executive understanding and alignment
Key Contributions
Created a range of distinct, strategically grounded concepts to guide direction
Helped leadership visualize how messaging could come to life at scale
Structured explorations in a way that made decision-making more efficient
Bridged ambiguity by turning abstract ideas into clear creative pathways
Outcome
Delivered a set of explorations that helped inform early alignment and direction for the 2024 All Hands.
The work provided a clearer starting point for teams, reducing ambiguity and enabling more focused development moving forward.
Reflection
This project reinforced that early-stage creative work is as much about communication and clarity as it is about design.
Well-structured explorations can accelerate alignment, helping teams move forward with confidence even when direction is still evolving.
