Meta Creator Lab live
Creator Lab Live was a multi-city, in-person event series hosted by Meta throughout 2023. It was designed as an immersive, educational, and networking experience for content creators at various stages of their careers.
Services
Visual Identity & Creative Direction
Company
Meta
Year
2023
Core Concept:
From the app to real life
A visual identity that turns the app into an immersive world, inspiring creators to learn, connect, and thrive.
Instagram’s interaction tools turned into a living, breathing identity — bringing the app off the screen and into creators’ world. A design that educated, inspired, and connected a new generation to the brand they love.
For Creator Lab Live, I led the creative direction of a global campaign designed to unite and inspire the creator community. Working alongside Meta’s global brand and marketing team, the challenge was to translate Instagram’s digital energy into a cohesive, cross-platform identity that could travel from online channels to live experiences. I oversaw a multidisciplinary team of creatives dedicated to building the event’s visual universe and a scalable toolkit of design assets. This system enabled regional teams across Atlanta, New York, Miami, London, Japan, Australia and São Paulo to localize communications while maintaining a unified global voice.
The result was a powerful and flexible identity that amplified Meta’s presence worldwide but also reinforced Creator Lab Live as a recognizable and inspiring franchise — a true bridge between digital culture and physical connection.
Creator Lab Numbers
Virtual event
+6MM
Creators Viewers
IRL event
+1000
Creators attendees
The global Creator Lab Live series educated and inspired the next generation of creators, achieving outstanding results. Both in-person and virtual events saw high engagement, with surveys showing 99.3% brand love and 77.9% agreement that Instagram cares about creators—well above industry benchmarks. A scalable, recognizable visual identity ensured a cohesive experience across markets, from São Paulo to Tokyo. Supported by a detailed playbook for partners and suppliers, execution remained flawless at scale.
Outcomes
The design team delivered more than anticipated, surprising the client with a bespoke pack of illustrations that debuted as Instagram stickers during the event. These assets quickly became a signature element of the Creator Lab Live identity, available in Reels, Stories, and Posts to drive playful interaction and deeper engagement with young audiences.
In addition, the event playbook was one of the most complete and complex ever produced. It detailed every aspect of the identity: logo guidelines, advanced color combinations inspired by Instagram’s system, a layered hierarchy of graphic elements, as well as signage and presentation templates. This comprehensive guide ensured flawless execution across global markets, reinforcing the event’s vibrant and unified presence.
