Meta Brand Strategy
Updated: May 13, 2019
How we helped a tech pioneer communicate leadership and neuroscience expertise in a secretive, rapidly evolving industry.
Redwood City, CA
Tech - Augmented Reality
B2B, B2C, Internal
Meta, a Y Combinator alum, was moving at the speed of startup as they prepared for the launch of their ambitious second-generation augmented reality product. The team had attempted to articulate their brand internally, but a lack of clarity and alignment was holding them back. They put out an RFP to some big-name agencies, but decided to hire Vitamin C and Interactivism to work in parallel to develop the brand strategy and brand identity rapidly.
VITAMIN C SERVICES
On-site brand immersion, audit of existing materials, external inspiration, competitive analysis, development of brand vision/mission/position and pillars
Messaging framework; brand expression guidelines including voice/tone, vocabulary, and photography; brand guidance on website design and structure, marketing deliverables, and launch plan
All content for pre-launch website overhaul, including timeline summarizing the history of Augmented Reality
MOMENT OF CLARITY
During our competitive analysis, it became clear that virtual reality and augmented reality are often lumped together as VR/AR (with VR often getting more attention), when the experiences are actually quite different. We decided to elevate and clearly explain the differences between the two to more clearly communicate the Meta experience as well as the practical applications.
We developed the brand foundation around three pillars that expressed the differentiating qualities of augmented reality as well as Meta's unique competitive advantage and specific expertise in neuroscience: Human (deeper understanding), Liberating (freer expression), and Designed for Flow (optimal productivity).
These pillars informed the stunning new "light painting" brand identity.
You can also hear them in Meta's CEO and founder, Meron Gribetz's TED Talk, A glimpse of the future through an augmented reality headset.
"Everyone loved what you brought to the table."
Brendan Works, Director of ProductCOLLABORATORS
Interactivism (visual identity)
Stuart McFaul, Spiral Group (messaging and marketing strategy)