We created a dynamic motion system for Meta’s gradient by introducing vibrancy, fluidity, and depth. These newly-immersive graphic environments add vitality to the static gradient and connect to the spatial concept that underpins the brand.

A New Dimension
Meta’s original gradient was primarily used as a background without a clear role. We reimagined it as an atmosphere of colour, infused with moments of fluorescence and depth. This enables Meta to immerse brand elements within the gradient and connect back to the spatial design thinking of the brand system.

Connecting Brands
The colour palettes and gradients of Meta’s family of apps were not built to be seen together. We helped tell the wider brand story of this connected ecosystem with a modular toolkit of gradient transitions that effortlessly bridges these colour worlds.

Variety of Behaviours

We evolved Meta’s static gradient into a fluid device with a series of motion behaviours, including directional transitions, ambient loops, and moments that draw and focus attention.