Messenger set an ambitious new mission: bringing the world closer by helping people stay connected. This meant a flury 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 strategy on creating a new brand system for social to accomodate campaigns, evergreen content, cultural moments and partnerships in way that would carry forward the new found mission. Messenger as a product helps people stay connected, our social channels would give us more reasons to do so.