LinkedIn Celebrations

2025

We partnered with LinkedIn to reimagine how celebrations could feel on their platform. Our Strategy and Creative teams began by defining the role celebrations play within the brand, setting out to design a system that turns small digital interactions into meaningful, human moments for global audiences. The result is animated illustrations that elevate the platform and the people who use it. And, as LinkedIn’s Director of Product Design, Creative Systems, Audrey Davis put it, “a big glow-up.”

Our goal was to create a modern illustration system that felt fresh and vibrant while maintaining the spirit and tone that LinkedIn upholds. The work needed to transform milestone posts into something expressive and joyful.

The project kicked off with BUCK’s Strategy team, who helped articulate LinkedIn’s brand role as an active guide — helping members navigate change, discover opportunity, and find their community.

Building from this foundation, our strategists established a set of guiding design attributes, creative constants, and an expression spectrum to create cohesion across illustration styles and ensure clear attribution to the master brand.

Launched as a set of 16 animations, each with their own metaphor, users can now choose one that best fits their moment with pride. The visuals spotlight individual achievements and bring energy to everyone’s LinkedIn feed.

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The system was designed to adapt seamlessly from professional milestones to personal celebrations. Versatility influenced every choice. We prioritized inclusive character representation, subtle yet consistent touches of LinkedIn blue, and creative metaphors that connect across cultures. The result is a set of illustrations that can suit any occasion.

A mix of geometric and organic shapes feature beside carefully blended colors that infuse energy and sophistication into the work. Every decision we made aimed to convey trust and optimism while keeping the illustrations aspirational and expressive.

What began as a strategic framework evolved into a vibrant design system, one that feels thoughtful and professional yet lively, giving every LinkedIn celebration a renewed energy and meaning.