Twenty trends, one content system
This is the story of how Meta's highly anticipated annual trend report, Culture Rising, became an authoritative voice on what consumers want next, delivered across every format and surface global marketers expected to find it.
At a glance
The challenge: Turn 600,000 global conversations and 36,000 survey responses into a set of insights clear and compelling enough for marketers to act on.
The approach: Set one through-line, then wrote and art-directed the message system across every channel and market.
The impact: One report reached from C-suite decks to a scroll-stopping feed — the same idea, legible everywhere.
01 — The source: start with the one thing worth repeating
Before a single asset, I pulled the report down to a single organizing idea — the claim everything else would hang from. Not a theme. A sentence a CMO and a creator could both repeat back. The through-line: knowing what's shifting is great, but knowing what's sticking makes it actionable.
02 — The system: one idea, nine front doors
Each channel met a different audience where they already were — an analyst, a client, a scroller, a journalist — and each carried the identical spine.
Landing page experience
An interactive home for the report — the findings as a guided scroll, not a PDF download wall. View experience
Downloadable report
The full research, restructured and rewritten so the argument leads and the data supports. Read report
Executive summary
The one-page version for the C-suite and sales. View summary
Video series
Short films that put a face and a voice to each trend. View on Facebook
Social posts
Each finding distilled to a single scroll-stopping line and card. View on Facebook
Press coverage
Media messaging and a press kit that gave journalists the story pre-framed. See example
Keynote presentation
The findings staged for a live room — a narrated arc built to be delivered, not read off a slide.
Sales enablement
Talk tracks, one-sheets and objection handling that turned the research into a story a seller could carry into any room.
Executive comms
Ghostwritten posts and talking points that let leadership put the report in their own voice. See example
03 — What traveled: the system is the deliverable
Because every asset descended from the same line, the campaign held together across markets and formats without a single re-brief. The report stopped being a document that sat on a server and became an idea that moved — from boardroom decks to the phone in someone's hand. 9 channels from one point of view · 12 global markets, one narrative spine · 1 idea every asset descended from.