Meta brand voice

Voice and tone development

Once "Meta" had been around for a couple of years as an umbrella to Facebook, Instagram and other products, leadership felt the need to update our core voice and tone to match the shift to innovation and economic empowerment. The company was also starting to show up more within the products themselves with new privacy and integrity experiences, and the introduction of Meta Reality Labs.

At a glance

Goal

Create voice and tone guidance that empowers internal and external teams to consistently represent Meta across highly varied experiences.

Challenges

Coming soon

Solution

Bring marketing and content design together to develop a new brand voice, and expand the existing internal tone framework to account for the shift in the company's focus innovation and economic empowerment.

Impact

Coming soon

What shipped

"We shipped the "Big-hearted Nerd” brand voice, and a streamlined tone framework that included a new tone, "Assertive".

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