Facebook was designing a customizable welcome card that women in India can send to their friends who recently joined the social network. These cards were used to help new users estabilsh a support network early on to help them feel safe and welcomed. The range of illustrations cards were centered around femal friendship and community in India. It was important that these cards felt custom, particularly to who who were new to Facebook.
It had to reinforce certain positive emotions such as ' Im here to help!', 'Just saying hi' and 'Do you have any questions?'