Facebook for Developers

Facebook for Developers had an outdated brand that didn't reflect the open, innovative products it offered. We interviewed developers of every kind, from teenagers and hobbyists to entrepreneurs and seasoned engineers, and mapped the journeys of both new and professional developers.

That research became a Brand Operating System centered on community collaboration, a new logo whose negative space showcases what developers build, and social and conference strategies, including F8, that put developers' voices front and center.