The film
The brand book
In the wild
In 2018, people loved Instagram and had cooled on Facebook. Messenger's opening was to take on iMessage and SMS: no phone number required, just a name. One problem. Everyone called it Facebook Messenger. So we rebuilt the brand and product language with a personality entirely its own. If Instagram was Facebook's artsy cousin, we made Messenger the close friend. I defined the language strategy, from voice to terminology to the messaging systems that carried it worldwide.