This case was originally published by our partner, Space Doctors. By bringing a unique blend of expertise in cultural and semiotic insight to Human8, they help brands connect and respond to cultural change.

How it started

Global design agency Saffron were tasked with the significant digital relaunch of Meta, Facebook’s new company brand. Aiming to make this launch the most impactful of the year, Saffron recognised the importance of understanding the role of colour and emotion in creating a definitive identity for a new era of digital immersion. As Facebook sought to lead the future of social media through the design of the ‘metaverse’, the focus was on creating an environment that goes beyond the screen, encompassing the user’s entire experience with elements such as connection, empathy, and possibility.

How we inspired change

Saffron collaborated with Space Doctors to first explore the cultural codes of digital natives, the emotional impact of colour on their lives and how to harness the vibrant creative energy of this demographic to define the digital frontier of the metaverse.

The team examined design codes relevant to virtuality itself second, focusing on aspects such as light, interactivity, energy, and motion across the VR, AR, and MR* spectrum. It was important to create a narrative that would capture the social essence of the metaverse.

The team synthesised these two distinct research pieces, turning elements of both cultural and design codes into unique colour worlds, by incorporating imagery, texture, narrative, and cultural context.

*VR: virtual reality | AR: augmented reality | MR: mixed reality

How it lives on

Equipped with detailed visual design principles, Saffron’s creative team were empowered to develop a new brand identity that could encapsulate the vast range of human experiences that the metaverse aims to provide.

This design identity was aligned with Facebook’s core social values, ensuring it fostered connection and engagement within the immersive digital landscape.