Innovating through human connection: Facebook at CES

Innovating through human connection: Facebook at CES

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Challenge

In late 2019, Facebook announced a rebrand that artistically acknowledges its portfolio of brands (Instagram, Messenger, Whatsapp, etc.) while also giving the Facebook brand its own unique identity.

As the first major marketing event of the year, CES 2020 was the perfect opportunity for Facebook to showcase its rebrand and to unveil their latest and upcoming product innovations.

Facebook challenged us with creating an experience that was both informative and engaging for people across industries and seniority levels. To leave CES attendees feeling confident about the brand’s latest updates.

Insight

What began in 2004 as a single app, Facebook is now a family of products that services more than 2B people globally. But despite its growth, one thing remains the same. Connection is at its core.

Idea

Facebook is a tech company at a tech convention. They’re also a human company with values rooted in human connection and community.

At CES, Facebook wanted to present their company rebrand—for the first time in a physical environment—in a way that demonstrates their commitment to innovation with an empathetic approach, bringing forth humanity and optimism at every touchpoint.

Experience

Central Welcome Moment: Reflect to Connect

Facebook’s CES environment was built around a central moment: a dynamic display that begins a conversation about perspective and self-reflection—as people, as brands, and as a community. With its lenticular design, different images or perspectives, are presented at different viewing angles.

With curved rows of mirrored panels, this experience is unique to each attendee’s perspective. Each panel was designed as a micro-moment, tastefully frosted with inspirational quotes like “Creativity connects us all” and “What happens when we all face forward?” As a holistic experience, it immerses attendees in a story of how everything Facebook Company builds, and everything brands use their platforms to create, is a reflection of us—humanity. Of our desires to connect, to be seen, to build community, to create, to inspire one another and be the best versions of ourselves.

Activation: Messenger Flower Bar

This activation was a reflection of how Facebook’s digital innovation can strengthen and support human connection.

Designed as a flower bar, attendees could interact with the intuitive, always-available Messenger bot at to order flowers for a friend or loved one. It playfully illustrated how Messenger allows brands of all sizes to build 1:1 relationships. The goal was to highlight how conversation helps meet the expectations of today’s customer, how commerce plays a role in the age of conversation, and how a good, personal, and clear conversation can make all the difference in the world.

CES was Facebook’s first opportunity to bring to life their global rebrand. One of the foundations that informed the rebrand was “empathy,” defined as a system that is respectful of context and environment.

So in designing Facebook’s CES footprint, we infused empathy into the space through the use of mirrors, natural materials and textures, movement in videos on screens, accents of flowers, and the soft glow of Facebook’s empathetic color palette.

Impact

“Congratulations to all of you on a stellar week! That was arguably one of our smoothest on-the-ground experiences. I know it wasn’t easy getting there. Thank you for thinking of every single detail and representing us so well.” – Erin Himel, Head of Event Marketing, Global Event Programs, Facebook