Meta:

Bespoke Illustrations Showcase Vibrant Global Communities

LOCAL INSPIRATION

Hand-drawn illustrations, inspired by cities and people from around the world, illuminate the humanity of technology

As a company that helps bring people together with programs and technologies, Meta engaged NJI to develop a variety of illustrations to convey moments of connection for various collateral to share with a global audience.

Mockup of custom illustrations depicted as header images on a printed booklet
On the left, an illustration depicting 2 shoppers perusing an outdoor flower market stand. On the right, an illustration depicting 2 patients sitting in a clinic waiting room
On the left, an illustration of cyclists and pedestrians greeting eachother outside Meta

THE POWER OF ILLUSTRATION

Illustrations provide a thoughtful and visually compelling way to portray the positive impact technologies have on individuals and their communities. NJI drew upon its deep understanding of the company’s evolving brand and visual values and in concert with the client uncovered rich stories, moments, and memories that could be spotlighted through bespoke illustrations.

A tablet showcasing the illustrative process of adding color to a black and white digital sketch

Our Approach

Create Custom Illustrations with Purpose

Reflect a diverse, global audience

Localize for niche communities

Honor cultural sensitivity

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THE PROCESS

Transforming the brand to elevate engagement

NJI is a consummate guardian of the company’s brand. Across many illustrators and designers, we've prided ourselves in learning and applying robust brand guidelines with consistency and stability. Our process includes surfacing deep brand knowledge, as well as collaboratively working with the client through ideation sessions, sketching, and storyboarding.

NJI began with brainstorming content and analyzing how we could produce illustrations that could tell a story beyond existing photography. During the COVID-19 pandemic, photoshoots were limited, and traveling to capture specific stories was not possible — but meaningful stories could be told through illustration.

Collage of 3 black and white digital sketches showing community-based scenes
Various overlayed imagery elements showing squares of illustration patterns in the background and square photographs of individuals using computers and tablets in the foreground
Mockup of a printed booklet cover titled "Washington, DC" with a custom illustration of volunteers handing out aid outside the national mall. Behind the booklet, we see photographs of scenes that inspired the custom illustration such as the national mall and volunteers at a medical facility

When appropriate, NJI included community touchstones that would regionalize and humanize an illustration. We integrated cultural details based on extensive research: developing custom patterns for Latin America based on classical weaving techniques from the region or showcasing food culture in Austin. We also developed custom patterns inspired by batik techniques in the APAC region and referenced textiles found throughout the MENA region. Some illustrations spotlighted the responders in humanitarian crises, while others showed how technology weaves into everyday life. Careful consideration was given to ensure skin tone, attire and accessories could be readily adapted to properly reflect different audiences, regions, or contexts. Each composition was evaluated in detail alongside the client to ensure it was just right.

Illustration showing a smartphone with a messaging app pulled up. Around the smartphone, profile images of individuals can be seen creating a semicircle around the phone.
Illustration depicting an aid working handing out bottles of water to a woman and chile from a collection of cardboard boxes on the ground. The woman is gesturing in thanks with her right hand as she receives the water bottle in her left hand.
On the left, a custom illustration showing a tablescape of 3 individuals making tamales from scratch while livestreaming from a smartphone in the foreground. On the right, a custom illustration of 2 individuals sitting on a street bench chatting with their laptops open on their laps to a screen of computer code.

THE OUTCOME

NJI developed a suite of illustrations to be used across various Meta collateral. These colorful illustrations portray humanity to a global audience in an exciting and informative way. The illustrations memorialize real moments for communities that connect with Meta programs and technologies.

At a glance:

drag
10+
custom patterns
75+
smiles painted
2
dogs drawn
10
Localizations
9
Custom Photoshop Brushes

fortune favors

the bold

We collaborate with tenacious organizations and ambitious people.

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