Messenger set an ambitious new mission: bringing the world closer by helping people stay connected. This meant a flurry of new product features being rapidly developed. We were brought in to collaborate on developing a refreshed social strategy to act as the central channel to distribute, promote, and support year-round drops. I led the strategy on creating a new brand system for social to accommodate campaigns, evergreen content, cultural moments, and partnerships in a way that would carry forward the newfound mission. Messenger as a product helps people stay connected, our social channels would give us more reasons to do so.