Facebook Open Arts
Facebook Open Arts celebrates creativity as a catalyst for self-reflection and meaningful exchange. The organization provides Facebook employees with studio space and workshops to explore their creativity, hosts artist residencies and commissions installations that enliven FB offices globally, and hosts public programming for local communities.
2x4 worked closely with Facebook’s Analog Research Lab and Artist in Residence program to unite their sympathetic missions and teams under a new, unified brand. We developed the brand strategy, brand architecture, name, copywriting, and design system including motion principles. Working within the recently launched Facebook master brand guidelines, our new visual language connects Open Arts’ wide ranging activities across platforms with a distinctive look and feel. From video bumpers on social media posts to banners and signage across offices, events and programming, the new flexible system features vibrant, nested color blocks that expand and contract to support a range of layouts and media types, while highlighting the creative process and makers of all types. By giving a platform to art and hands-on making at one of the world’s largest technology companies, Open Arts encourages empathy, open-mindedness and communication, helping to build community through creativity.