The Challenge

MLD is an annual, all-day gathering where Meta’s senior leadership meets in person to reconnect, share knowledge, and align for the upcoming year. I was tasked with creating a space and brand identity that felt human, fostered connection, and was relevant to the context of Meta’s leadership changes.

The Result

We created an atmosphere of casual sophistication, transforming Meta’s campus into an intimate and inspiring setting, with a visual identity that evolved throughout the day.

The environmental design consisted in soft and stylish furniture, warm textures and finishes, and vibrant color and lights that transformed and elevated the space.

Key Elements

• Brand Identity: Inspired by nature, abstract art, and real-world textures, we featured unexpected gradients, soft grain, and organic lines for the general sessions. For the evening approach, the organic lines shifted to an abstract map derived from Meta’s offices viewed from above.
• Stage Design: Clean, modern, and impactful. The organic-shaped archway brought sculptural dynamism, layered walls added depth, and fine linework details tied to the brand identity. Predominantly white, it contrasted harmoniously with our vibrant visuals.
• Day-to-Night Flow: Distinct visual approaches for the morning/afternoon sessions and the evening dinner event, ensuring a cohesive yet dynamic experience.