Dimensional Colour

Meta’s original gradient was primarily used as a background without a clear role. We reimagined it as an atmosphere of colour, infused with moments of fluorescence and depth. This enables Meta to immerse brand elements within the gradient and connect back to the spatial design thinking of the brand system.

The colour palettes and gradients of Meta’s family of apps were not built to be seen together. We helped tell the wider brand story of this connected ecosystem with a modular toolkit of gradient transitions that effortlessly bridges these colour worlds.

We evolved Meta’s static gradient into a fluid device with a series of motion behaviours, including directional transitions, ambient loops, and moments that draw and focus attention.