What Matters Series

The origin of this poster series traces back to separate events, including those surrounding Cambridge Analytica — the bad parts, and equally the positive changes prompted through those events within Facebook. The goal was to use provocation in the message to capture an idea that purposefully doesn't offer an answer.

Installed Sets of What Matters series prints
Installed poster sets at Facebook in Menlo Park, California.

The words on the posters themselves — “What matters is what you do next” and "You Have to Decide What Kind of Difference You Want to Make" also have a connection to an ongoing curiosity about the nature of time and Carlo Rovelli's mind-bending book The Order of Time which also had a subtle influence on the Facebook Principles poster design as well.