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 & Illustration Assets

I collaborated with CPC NY, the nation’s largest Asian-American social organization, to create two murals for Chinatown’s community daycare center. The daycare is available to all families in lower Manhattan. I worked with the directors and officers of CPC to create dreamscapes for the children. The first concept is all about the children who attend the daycare - embarking on new adventures and learning and growing along the way. We included symbols that were subtle nods to Asian culture as a celebration of Chinatown’s roots.

2024: FLEX Illustration Direction | Product Illustration

Sample Pages from 2024 Illustration Guidelines & Illustration Assets

I collaborated with CPC NY, the nation’s largest Asian-American social organization, to create two murals for Chinatown’s community daycare center. The daycare is available to all families in lower Manhattan. I worked with the directors and officers of CPC to create dreamscapes for the children. The second concept is an interpretation of the daycare’s location beside the Williamsburg bridge. Here, we depicted several families that attend the daycare and some of their favorite foods and activities, all interacting with the whimsical landscape.

Kaigo Coffee Room (Brooklyn, NY)

I collaborated with the owner of Kaigo Coffee Room to create a mural for their Brooklyn Heights location in New York. This is my interpretation of Ivan’s concept of the farm-to-cup process. It was a delightful and collaborative process with Ivan’s bless on creative freedom - their coffees are pretty great too. Design, lettering, and hand-painting by me.

Soft Swerve (NYC)

Mural for popular ice cream shop in NYC, Soft Swerve. The owners were awesome and gave me creative freedom for their space. I wanted to bring to light their main customer-base and add a little magic to it. The elements and patterns are based off their favorite toppings like marshmallow fluff, sprinkles, and crumble.

Eggloo (Chinatown, NYC)

I collaborated with the owner of the famous Eggloo Dessert Shop to create a digital mural for their Manhattan location in New York. We decided to do a vectorized piece to account for the tables and people that lean against their main wall. The artwork is a whimsical interpretation of the community and their menu favorites and is 16 x 6 ft. in size. Lettering and artwork first sketched by hand and then vectorized in Adobe Illustrator. The colors and elements were created with their developing brand in mind and will go on to guide their future color palette and merchandising.

Studio Murals

This quote is from one of my favorite books, "The Alchemist," which is also the mantra I used to pursue my passion for illustration and hand-lettering. The entire process included sketching out both the lettering and illustration, rendering it digitally on Procreate, and finally putting the artwork onto the wall. “The Alchemist” mural is over 100 sq. feet.

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