WORK IN PROGRESS
Meta Horizon was the social and software layer of Meta's mixed reality ecosystem — connecting experiences, content, and community across Quest hardware. Defining its brand identity meant building a strategic and visual language for a genuinely new category of human experience, at a moment when nobody had done it before.
When the work began, Horizon had no established brand expression across any touchpoint, no defined relationship between Horizon and Quest, and no collective alignment across product, marketing, and creative teams on how to bring strategy to life visually.
The design system was built from principles that reflected Horizon's positioning — not decoration, but strategic intent made visible. A campaign expression toolkit covered design approach, iconic elements, expressive components, motion, layout, and channel application — including Horizon's first-ever motion system.