Cultural Moments

A year-long program for cultural relevance and sharing.

Holidays, heritage months, and seasonal rituals are days people already want to post. Sharing spikes if the product gives them something to share. The goal was to capture that reliably across the year, and to keep Facebook present for the moments its communities care about.

The illustration system was still being built, so there was no stable visual language to fall back on.

Most of my leverage was upstream of the work. I set creative direction and led the team delivering against it, but the decisive moment was a deadlock: product partners couldn’t agree on illustration style. I escalated it and proposed shipping both illustrated and type-based stickers. The moment went out on time, and we had a pattern to reuse.

The second half was about scale. As the program grew I rebuilt how work came in: a prioritization framework, a tiered review process, and clearer intake.

“She escalated misalignment among product partners on the illustration style of cultural moments, suggested the creation of illustrated and type option stickers as a solve, and cleared the roadblock for the team to deliver the project on time.”

Under my direction the team shipped 51 stickers, 18 illustrations for the Stories tray and add-to-story, and 8 Notes backgrounds. The team did not grow.