#OpenUp is a human resources internal initiative at Facebook that seeks to reduce the stigma and open up the conversation around mental health. It is a call to action and speaks the voice of a friend encouraging people to understand themselves in a new way and to connect over each others' stories and challenges. The campaign which included the logo, sticker, posters, banner, environmental design and digital assets aimed to drive awareness to the resources and support available.

We designed two butterflies from every continent around the world (with the exception of Antarctica) to use metaphorically in our visuals and represent a vision of inclusivity. We tried to keep an accurate representation of butterflies in their natural state as much as possible as they appear to ‘open up’ from the structure of the logo and flutter down the halls of Facebook.