I joined Facebook when it had just opened beyond college campuses—a scrappy team of a handful of designers trying to figure out what this thing could become. While the tech world was obsessing over big data and global scale, we were building a brand surprisingly intimate and human. Say what you will about what the company has now evolved into, but at the time it was revolutionary and genuinely idealistic.

During Facebook's explosive growth from 2008-2013, I helped shape the brand identity, physical spaces, and creative culture that would set the trajectory for the company. I co-founded the Analog Research Lab, a rogue art studio whose primary mission was to reinforce company values through guerrilla street art provocations. I also collaborated with Frank Gehry on the iconic campus design—a 1 million square foot contiguous space to house the eclectic culture.

These weren't just projects—they were cultural foundations that proved a global platform could maintain its soul during its most formative years. The integration of analog handcraft with frontier technology became my signature, influencing how the entire industry thinks about preserving humanity at massive scale, both in building a brand and a company culture.