In the midst of massive growth, Mark Zuckerberg, CEO of Facebook, needed a new way to tell the story of his company. Since founding Facebook in his dorm room, he had always spent time with almost every new hire, helping them learn what makes Facebook Facebook. But as the business expanded, this was no longer a real option. To solve their problem, we created a book that turned their complex history and ambitions into a simple story.

Our challenge was to tell a timeless story about a company that is constantly changing. To get there, we held a series of meetings with Zuckerberg and his top 25 leaders. During these meetings, we posed tough questions about the future of the company, experimented with a number of different ways to tell their story (voice, tone, style, etc.) and discovered firsthand what makes Facebook such a unique business and brand. Then we lovingly mashed all the information together, blew on a magic whistle and the little brown book of Facebook floated down from a cloud.

Also: Zuckerberg always had sandwiches in meetings. No one else had sandwiches.

Designer: Nicole Guy
Strategist: Nicolas Anderson
Writer: Zack McDonald