Facebook Illustration Systems

As a core part of the Facebook Branding team, I helped establish visual systems (branding guidelines and standard processes) for all product illustration on Facebook. Facebook design teams worldwide then implement these guidances to create illustrations for the app. In 2024, I helped implement the FLEX Illustration Direction, an editorial approach that celebrated adults and younger adult audiences.
Most notably, I created company-approved Cast of Character sheets for illustrators to use across Facebook to promote diverse identities. In 2025, I was part of the core team that led the
“Low Key Vibes” Illustration Direction that brought product illustration to an iconographic, tactile style. I also led workshops to teach teams and external vendors how to implement our brand styles and
illustrate on Figma.

Design & AD: Loe Lee, Jackie Ferrentino, Carlos Miranda, Leena Murdeshwar, Evan Bech
Creative Direction: Grace Danico, Vrinda Zaveri, King Chen, Jose Medina, Emily Xie
ECD’s: Toby Kaufmann, Alexandra Wong, Dave Nguyen
Producers: Ali Burnett, Karina Dearwood

2025: “Low Key Vibes” Illustration Direction | Product Illustration

Sample Pages from 2025 Illustration Guidelines (Team: Loe Lee, Vrinda Zaveri, Emily Xie)