Quick Summary (TL;DR)
➡️ Problem: Facebook’s Community team needed a scalable, cross-media design solution to support campaigns, fundraising, and events throughout the year.
➡️ Problem: Facebook’s Community team needed a scalable, cross-media design solution to support campaigns, fundraising, and events throughout the year.
➡️ Role: Led creative strategy and design execution
➡️ Solution: Delivered a modular digital toolkit and supporting webpages that gave the Community team a consistent campaign rollout.
➡️ Impact: Empowered Community partners to launch campaigns more effectively, expanding reach across multiple initiatives and driving higher engagement across fundraising, connectivity, and social impact programs.
This summary highlights the key outcomes. The sections below walk through the design process step by step.
Intro/Background
Facebook, Inc. (now Meta) has long been committed to empowering communities and supporting non-profits. The company invests in initiatives that use its platform to connect people, amplify causes, and drive meaningful impact. The Community team, in particular, partners with grassroots organizations and fundraising efforts, providing the tools and visibility needed to grow their reach
This cross-media case study explores an important question: How can Facebook, Inc. equip community leaders and non-profits with scalable, modular design systems that work across multiple media while maintaining brand integrity?
The Problem
The Community team needed a flexible design approach to support a year’s worth of campaigns. I was tasked with creating a toolkit and system that could be reused and adapted across a variety of initiatives, while staying aligned with Facebook’s evolving brand standards. The main challenges included:
❌ Design identity: Community campaigns needed a distinct look and feel while remaining true to Facebook’s global brand.
❌ Template usability: Materials had to be easy for non-designers to edit and update without breaking consistency.
❌ System scalability: The deliverables needed to flex from micro-campaigns to larger cross-media initiatives like events and fundraising drives.
My Role
➡ Led creative and brand strategy
➡ Audited previous campaigns to identify design and usability gaps
➡ Designed a new Fundraising digital toolkit and supporting Community webpages
➡ Created templates and scalable systems for cross-media use (print, digital, motion, web)
➡ Tools used: Photoshop, Illustrator, InDesign, Acrobat, Word, Figma
➡ Led creative and brand strategy
➡ Audited previous campaigns to identify design and usability gaps
➡ Designed a new Fundraising digital toolkit and supporting Community webpages
➡ Created templates and scalable systems for cross-media use (print, digital, motion, web)
➡ Tools used: Photoshop, Illustrator, InDesign, Acrobat, Word, Figma
Extended contributions spanned social media ads (both static & animated), icon design, presentations, microsite, motion graphics, case study sheets, brochures, and guides.
Challenges + Learnings
Contracting at Facebook during the pandemic created unique challenges. I onboarded just as my original manager resigned. This left me reporting to a new manager who had not planned for my role. With shifting priorities and fully remote onboarding, I often had to self-direct and carve out my own impact.
Rather than remain idle, I pivoted to support multiple teams: the Community team, Spark AR, and even the F8 Hackathon team. This required adapting quickly, building relationships across silos, and learning to manage competing deadlines.
Although it was difficult balancing cross-team work, the experience sharpened my ability to design for cross-media scalability. This is a skill I later relied on heavily at PortX, where I supported three product teams simultaneously as the sole designer.
Impact/Results
✅ Delivered a scalable fundraising toolkit used by multiple non-profit partners and community campaigns.
✅ Delivered a scalable fundraising toolkit used by multiple non-profit partners and community campaigns.
✅ Increased efficiency — templates reduced asset creation time by an estimated 40%, enabling faster campaign launches.
✅ Improved brand consistency across digital and print media, ensuring campaigns looked unified and professional.
