Global Art Project — From Concept to Global Launch
Challenge
Facebook Stories is used by people around the world, but visual assets did not always reflect the cultural diversity of its global audience. There was a need for artwork that felt locally relevant, culturally inclusive, and scalable across regions and languages.
Solution
The Global Art Project was a cross-functional initiative to create culturally relevant stickers and frames for Facebook Stories at a global scale. The team collaborated with artists and partners worldwide to design artwork that reflected local cultures, traditions, and everyday moments, while maintaining consistency within the product ecosystem. The system was designed to be flexible and extensible, allowing assets to adapt across regions while supporting users in expressing themselves authentically and in their own language.
Result
The project expanded cultural representation within Facebook Stories and empowered people around the world to share stories that felt personal, familiar, and meaningful. By balancing global consistency with local relevance, the Global Art Project helped make storytelling more inclusive and accessible across diverse communities.
Project Scale
For the pilot phase, we collaborated with artists from multiple countries, focusing on four key markets: Brazil, India, Indonesia, and the MENA region (Middle East & North Africa). I worked closely with artists from Indonesia and the MENA region, partnering with them throughout the creative process to ensure cultural relevance while aligning with the broader project framework.
Launch, Learnings, and Impact
The project was successfully delivered and launched globally. To capture the process, learnings, and outcomes, we developed a comprehensive case study alongside supporting materials—including zines, sticker packs, postcards, and a video.
These materials were shared internally with cross-functional teams at Meta, helping communicate the impact of the work and inform future collaborations across the organization.
