META ELEVATE
Role: Art Director + Digital Strategist
Meta Elevate is a program designed to support and celebrate Black and Latinx small business owners, offering resources, mentorship, and digital tools to help them thrive. As an Art Director and Digital Strategist, I helped shape the rebrand by establishing design standards and collaborating with both in-house and Meta’s design teams. My role included developing social content ideas for Instagram, briefing designers to bring those posts to life, and creating mood boards and shot lists for each featured entrepreneur and their business.
Tasked with revamping their digital strategy over a 10-month contract, we made significant inroads to improve what was a stagnant account’s performance: Increased account followers by 77+% and increased engagement rates by 33%.
BRAND IDENTITY
As Art Director, I owned the rebrand for Meta Elevate by establishing design standards and collaborating with both in-house and Meta’s design teams. My role included developing social content ideas for Instagram, briefing designers to bring those posts to life, and creating mood boards and shot lists for each featured entrepreneur and their business. Our brand identity covered all assets ranging from social, web, OOH, digital, while also bringing an uplifting look and feel through brighter colors, design icons and elements, and digestible video content.
SOCIAL MEDIA
As an Art Director, I helped shape the rebrand by establishing design standards and collaborating with both in-house and Meta’s design teams. My role included developing social content ideas for Instagram, briefing designers to bring those posts to life, and creating mood boards and shot lists for each featured entrepreneur and their business.
PHOTOGRAPHY
Being tasked as the Art Director, another one of my responsibilities was not only guiding the style of photography to be captured, but also in creating a filter for Meta to use to make their imagery consistent in treatment on all platforms. In terms of how I advised the photography style for the rebrand, I wanted to make sure that the camera position is always at or below eye level. The styling, natural to each person and should always feel candid, realistic and authentic.
DIGITAL STRATEGY
On the strategy side, I wore many hats—balancing big-picture planning around key tentpole dates with the day-to-day execution of social deliverables. I had a hand in every stage of the process, from concept to rollout. Toward the end of our contract, I partnered with another strategist and produced an in-depth analytics review, highlighting campaign progress and identifying opportunities for future growth.
TEAM
CREATIVE DIRECTOR: Sanja Komljenovic
DIGITAL STRATEGIST: Eliza Wastcoat
PHOTOGRAPHER: Antar Hanif
SOCIAL COPYWRITER: Rodni Hicks
GRAPHIC DESIGNERS: David Moreno + Xavier Correra