Facebook approached us in 2017 to do a complete redesign of their entire illustration and animation ecosystem. We assembled a team of illustrators and a year later, Alegria was born. Alegria is Spanish for ‘joy’ which is apropos — that’s how we felt creating this fun, playful world.

Core Principles

We designed and built a scalable system rooted in flat, minimal, geometric shapes. The figures are abstracted — oversized limbs and non-representational skin colors help them instantly achieve a universal feel.

01. Styleguide ↓

02. Illustration ↓


We built an extensive library for Facebook to build on the Alegria world over time. The library includes a dozen asset subcategories beyond just people (transportation, flora and fauna, buildings, hands, etc.) along with a toolkit to help them expand.

As the internet becomes more image and animation-oriented, tech and media spheres have grown increasingly reliant on illustration to fill white space and add character to their apps and web pages. The flat Alegria style has emerged as a simple, scalable, and image-softening tool for tech companies.

— AIGA, Eye on Design

03. In Situ ↓


Our Illustrations permeate their entire interface — across mobile, desktop, and print.

Cultural Moments

As a company with an international staff from far and wide, we loved creating this batch of animations that celebrate diversity and highlight global cultural events.