In November 2019, after more than two years of planning, Facebook launched a new parent company to represent its multitude of brands and applications, including Instagram, WhatsApp, Oculus – and of course the Facebook app itself.
The new logo, developed by Saffron Brand Consultants, adopts the colours of its surroundings, e.g. when it is overlaid on an image. Thereby a special emphasis is put on how the Facebook company is constituted by its users.
Together with the team at Facebook, we defined a photographic language for this new company. Across three contintents we photographed more than 200 individuals who use Facebook’s products in novel and exciting ways and who are now featured on a new, dedicated Instagram account.
The images and the stories we are documenting will serve as a reference point for all future photographic brand expressions. The examples below show our images in situ at the World Economic Forum in Davos 2020.