‘That Close’ Rebrand
& Launch Campaign

Concept Development 

Closeness isn’t where we are, it’s how we feel. And in a world full of things that keep us apart, Messenger can make us feel together, even when we can’t be together.

It’s not every day that you get to create the first ever brand campaign for the third-most downloaded app in the world. So instead of telling people what closeness is, we decided to show them what it feels like. 

The goal of Messenger's new visual language was to create a rich and flexible system that brought to life the brands new positioning as a space that facilitates genuine connections between close friends.

Aimed at a Gen-Z audience, the identity is grounded on the principal of fluidity as it reflects the dynamic ebb and flow of their communication style. The system was built to celebrate the millions of micro interactions Messenger users have every day that bring them closer to their people.

Surrounded by conversation - visual idea
That close - campaign idea 



So how did we get to the final design? A lot of explorations. And a lot of testing.

Looking a photography, layout, color, and even our logo at the time, I developed the groundwork for the Messenger brand today. 6 months of exploration, research, testing, and strategy. Check out some of the early work. 

Design principles - 1st POV from perspective of phone, perfectly imperfect, authentic
Surrounded by conversation - engrossing imagery and copy as fluid, organic

Messenger eventually partnered with Mother London to flesh out a new logo and type system. 

Head of Creative - Andy Hekimian
GCD - Abdul Wahid Ovaice
CD - Tom Francesconi
Copywriters - Euzcil Castaneto + Daniel Alveraz
ADs - Sharon Kaye
Role - Art Director, orignial concept development