Better Together

Making things better together with Facebook for their Local Engineer Summit.

The Story

Having worked together on many previous projects, Underbelly was happy to partner with Facebook on designing the visual identity, collateral, and stage design for their Local Team's Engineering Summit. Over 800 of Facebook's engineers from the Local Team gathered together to talk code in San Mateo, CA.

The Opportunity

Our partners at Facebook wanted bright, fun design elements that would "bring together" the engineers traveling to the summit from around the United States. In addition to design elements for the summit, they needed its name.

“The Local team has a fantastic sense of community, and leaning into that concept; we could help emphasize that the team is more than the sum of their parts.”

The Approach

Our approach was to develop a design representing Facebook's Local Teams and each city they had offices in; San Francisco, Boston, Seattle, and New York City. We came up with a concept that combined landmarks from each town set behind a row of quaint neighborhood-like shops and townhomes, creating a fictional Local Summit skyline.

The Local team wanted to focus on the fact that we all work better when working together, tackling the same problems, and creating space for collaboration. The Local team has a fantastic sense of community, and leaning into that concept; we could help emphasize that the team is more than the sum of their parts.

The Outcome

The design system we created was applied to signage, wayfinding, video, presentations, pennant flags, nametags, t-shirts, and other swag for attendees. We even made 6ft tall, fabricated, colorful buildings for the stage design! 

We created a color-coded system for the summit's agenda to help engineers easily correlate breakout sessions with the rooms they were taking place in and quickly join up with small groups for certain activities.

Everyone knows how much engineers love solving problems, so for an extra piece of bonus swag, Underbelly designed a custom Rubik's Cube with design elements from the visual identity.

Afterward, the fabricated buildings were claimed by different team members and set up within their home-city offices. Our swag and stage design stirred up some social media interaction, leading to increased social posts shared. Overall, the bright, happy, and optimistic identity we created for the summit was reflected in the people who went, which is all we ever wanted.

Credits

Matt Scribner
Art Director
Maja Barisic
Project Manager
Facebook Local Team
Internal Team

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