I had the honor of designing and helping bring to life the second year of Facebook’s #BuyBlack Friday campaign. The activation supported and advocated for Black-owned small businesses, who were twice as likely to close during the pandemic. I established a new campaign logo and custom look & feel under the Facebook brand guidelines. I also provided guidance for partner agencies and internal teams who took the visual direction and applied it to their components of the campaign.

We created customizable social templates for the Meta Boost Leaders Network, a community of select small business owners, so they could easily share their story, celebrate their wins, and promote the group on their own social channels.

The templates were shared in Canva, ensuring it was as turnkey and simple as possible. It was accompanied with an instructional pdf guide I also designed. Engagement exceeded goals, ultimately inspiring a global rollout with regionally adapted translations.

To help drive sales for small businesses in the Meta Boost Leaders Network, we created an interactive holiday shopping guide featuring products available through Facebook and Instagram Shops. We also included customizable Canva templates, giving businesses an easy way to promote their products and amplify their presence within the campaign.

For Pride, we evolved the Global Business Marketing team’s previous campaign guidelines to better suit our small business audience. We engaged two fabulous illustrators, El Boum and Ana Flávia Carneiro, to express what it means for small businesses to Make it with Pride. In addition to briefing and collaborating with the artists, I built the full style guide with illustration usage guidance, and digital and social examples.