S T E P 3 . 2
T E X T U R E
C L A R I T Y I N M O T I O N
c o n c e p t 1
S T E P 3
I D E N T I T Y D E V E L O P M E N T
1.
A-B Measurement
3 . 1 - E V E N T G L Y P H
S T E P 2
C O N C E P T G E N E R A T I O N
With the measurements and signals market context in mind, the event identities developed reflect a range of relevant variances in the industry highlighting the need for fast adaptation, keeping in mind the overall need for order and logic to act on within a semi-chaotic outlook. The overall feeling of the design exploration revolves around layers of complexity: Finding a path-of-action, making sense of the chaotic nature of the business, and moving forward within the complexity. The favorable nature of anti-design stylistic approach leads part of the explorations, while the organized "clarity in motion" interpreted feel informs the design of a distinct identity direction presented in a more logical approach.
Championing international style trends and Swiss type treatments, this concept pushes for a story of evolving overlapping layers in analysis, outputting measurable data, and opening a door or portal to a new realm of complex industry understanding.
4 . 1 - T E X T U R E D E V E L O P M E N T 2
G E O M E T R I C P A T T E R N E X P L O R A T I O N
L A Y E R S O F C H A N G E
c o n c e p t 2
A R T D I R E C T I O N 2
M O O D B O A R D + D E S C R I P T O R S
In this concept, the metamorphosis underway and ever-changing nature of the business becomes prevalent, leaning into anti-design trends and an intentionally noisy atmosphere. This direction pushes the boundaries of corporate identity to its limits.
D I R E C T I O N 1
O R G A N I C M O O D
L A Y E R S O F C H A N G E
c o n c e p t 1
A R T D I R E C T I O N 1
M O O D B O A R D + D E S C R I P T O R S
The event identity was developed with focus on representing the core messaging and voice within the two teams, dissecting the primal graphics and geometric shapes that could help telling a story of accuracy and semi-chaotic data, while keeping it graspable and memorable for the audience. Not needing to conform to Facebook's main brand style, the development of custom textures was crucial for the identity, leveraging the mathematical concept coupled with more basic geometric glyph of connection and semi-linearity to deliver a unique, striking and content anchoring visual story.
D I R E C T I O N 2
G E O M E T R I C M O O D
D A Y 1 C O L O r T R E A T M E N T
Varience 1
9.
Greyscale
6.
Layer Connection
Championing international style trends and Swiss type treatments, this concept pushes for a story of evolving overlapping layers in analysis, outputting measurable data, and opening a door or portal to a new realm of complex industry understanding.
Measurement and Signals are Facebook internal organizations responsible for identifying, collecting, processing, and outputting reliable feedback on complex relationship between targeted demographics and delivery systems. To accurately measure and properly interpret signals from each actor in the global network, the teams need constant cross-functional efforts, along with clear, unified goals to reach the most impactful outcome and spring positive impact for all. To do so, in 2019 the organization gathered in the Measurement & Signals Summit, a two day event fostering conversations based in the most relevant current data and insights.
F I N A L I D E N T I T Y L O C K U P
D A Y 2
D A Y 2 C O L O r T R E A T M E N T
S A M P L E S F R O M 1 0 0 + G E N E R A T E D A S S E T S :
WEBSITE AND CONTENT DESIGNED BY ©EDUARDO M NAUIACK 2020 ALL RIGHTS RESERVED
Given the pixel-based nature of the texture graphics and the symmetry present in the fractal compositions used as inspiration, treatment followed to create symmetrical balance and increase print reliability by exporting assets at the maximum resolution (5000px), and mirroring the compositions using a central axis.
FACEBOOK H.Q – MENLO PARK, CALIFORNIA
4.
2.5D Skew
In a mix between anti-design and photographic background texture, this approach reveals a leveled, sequential yet organic approach to data interpretation. This concept leans on the mathematical concept of fractals as the champion for "Clarity in Motion".
L A Y E R S O F C H A N G E
c o n c e p t 3
Software used:: Mandelbulb3D
8.
Color Gradient + Acronym
S T E P 3 . 4
F R A C T A L T E X T U R E D E V E L O P M E N T
Making use of tangles and disorganized patterns, this option presents the "elephant in the room" as a house to be put in order, with paths of it needing organizing and structure using the summit as an opportunity to straighten directives within the org.
5.
Layered Varience
Within measurements there is a need for clarity within an apparent complexity, in ads measurements, clarity derives from parsing though the industry's complexity and arriving at a clear, actionable roadmap that plays a big role in providing support for the future of nearly all Facebook's products. The need for clarity expresses itself in leveraging the concept of layers of change, exemplified though the use of basic primal shapes interacting with chaotic, evolving complex patterns. The overall feeling leverages the possibility of actionable clarity, and the belief in the vision necessary to know what can be considered an actionable signal, even in the absence of previously-available data.
3 . 3 - F O N T + C O L O R
C L A R I T Y I N M O T I O N
c o n c e p t 3 - S E L E C T E D
7.
Symmetry + Outline
L A Y E R S O F C H A N G E
The selected direction leverages the chaotic nature of the industry in complex yet stunning fractal textures, exploring the possible variances was the first step to develop the custom artwork
The variances were developed as vectors to allow for a wide range of applications, enabling it to support the environmental graphics in digital format along with appearing as texture in stage, signage and other mechanicals developed for the day of the event.
Varience 3
S T E P 1
I D E N T I T Y E X P L O R A T I O N
F A C E B O O K
M E A S U R E M E N T & S I G N A L S S U M M I T
ART direction + EXECUTION + DEPLOYMENT
F I N A L I D E N T I T Y L O C K U P
D A Y 1
10.000 px
Varience 2
Development explored a wide range of 2D and 3D fractal patterns to identify the mood that most matched the descriptors collected during the kickoff phase of the project
=
S T E P 5
M E C H A N I C A L S & P R I N T P R O D U C T I O N
S T E P 4
K E Y N O T E S T R A T E G Y
+ C O N T E N T V I S U A L D E S I G N
M I R R O R A X I S
D E S C R I P T O R S : M o v e m e n t , i n f o r m e d e v o l u t i o n , o p p o r t u n i t y
Making use of photography as medium for fluidity, this direction compiles data points as identity elements, telling a story of evolving cadence and structure with an underlying mood of fluidity or "sea of data" to exemplify the vast amount of variables considered.
Stage design, print deployment, and signage production provided by OBE
C L A R I T Y I N M O T I O N
To extend the design logic onto the event speaker slides, the nature of semi-chaotic connections was fleshed out in a wide array of geometric pattern variances
C L A R I T Y I N M O T I O N
c o n c e p t 2
The overall feel of semi-chaotic evolution revolves around the knowledge of complexity while adapting to the changing logic that moves Facebook's products forward. The overall style leverages acknowledging the shifting nature of the business while delivering beauty and meaning to be found within apparent chaos. The style is developed around the logic of layers, defining a glyph, images, and typography that reflects the prescribed feeling. This approach will leverage the anti-design style to present a hard-to-parse yet understandable messaging, delivered within an event identity and collateral output that supports the same dissonant messaging.
2.
Layers of Measurement
The fist order of action within the selected direction was to develop an event symbol that would be supportive to the event mood and team messaging.
The final output exceeded 10.000 pixels, enabling the texture to be present in every supporting medium necessary for the event, including stage and signage design in large format print.
3.
Variety of Measurement
During color overlay exploration, the purple swatch selected in the color palette proved to be too harsh and overly predominant, nudging the design to leverage the greyscale in the original fractal textures as theme for day 1, and teal overlaid fractal textures for day 2.