TikTok Branding & Activations
From 2021 to 2025, I worked with a small team of designers and creatives to build the Global TikTok brand.
Event Branding Directions:
As TikTok is a ever-growing product and company, strategy and brand pivots were frequent and necessary. While I worked on events like SXSW, Cannes, CES, NewFronts, ShopTalk, each year, one key event each year was used to build the brand identity for the following year. For example, TikTok Awards, shown below, was used to re-invent our existing brand. My role as Art Director was to create this consistent brand, with templatized social, swag, and print content.
Experiential Activations:
I also had a role as creative strategist and experience designer in creating interactive activations. One example is “TikTok Means Business,” shown below.
TikTok
Awards
What I did: Art Direction, Pitching & Presenting, Creative Strategy, design & animation
What I didn’t do: Complex 3D animation
For the TikTok Awards, leadership wanted a visual identity that moved away from the more flat and core-color oriented identity used in the years prior, to something that communicated what TikTok was becoming: A mature entertainment and technology platform where advertisers could meet any audience, not just dancing teens.
With this in mind, we created a system of animated glass icons representing different verticals, all tied together by the core brand element: The glass TikTok note. This, paired with larger vertical screens for UGC and rotoscoped imagery became a ready-made system, was employed in 22 TikTok Award events across the globe. Further, this customizable but consistent brand system has been employed on all sorts of TikTok events since.
TikTok Means
Business
What I did do: Creative Strategy, Pitching & Branding, Art Direction, Experience flow and UI/UX direction
What I didn’t do: Copywriting for event assets, 3D modeling
As part of a larger strategic effort to communicate TikTok’s paid marketing success stories, I came up with, pitched, and built “TikTok Means Business,” an interactive activation showcasing TikTok’s viral campaigns and the effect these campaigns had on businesses on TikTok. This interactive experience was part of TikTok’s 2024 - 2025 ShopTalk pop-up.