Art Direction
2021

Meta | Elevate

Meta's Elevate initiative set out to support Black, Latinx, and Hispanic business owners, creators, students, and nonprofit leaders — but campaigns like this can easily read as performative if the storytelling doesn't hold up. The challenge was making it feel real: not a campaign about the community, but one built from it.

I led visual strategy for the initiative end-to-end, anchoring the content system in real business owners' stories rather than manufactured messaging. Working across Awareness, Product, and Training moments, I directed a matrix of executions tailored to five distinct audiences — creators, small business owners, nonprofits, job seekers and students, and community leaders — so each group saw a version of the initiative that spoke directly to their own path in, while the whole system still read as one cohesive campaign.