OVERVIEW

TikTok launched worldwide in 2018 and quickly became a global phenomenon, reaching over 2 billion downloads in just 2 years. We refreshed the global brand identity to craft a consistent look and feel for maximum brand recognition.

Working with Wolff Olins, we updated the global brand identity, and crafted a strategy to break the misconceptions of the brand being limited to lip-syncs and dancing (the FYP has something for everyone, really!). The work included establishing the core look and feel of TikTok, as well as ensuring we had a flexible system which would remain recognizable from campaigns to content programming.

COLLABORATORS

GLOBAL BRAND
Heather Noddings, Josh Covarrubias, Stacey Dsylva

CREATIVE LAB
Julia Zhou, Francis Mekhail

AGENCY PARTNERS
Wolff Olins

ROLE & RESPONSIBILITIES

Cross-functional collaborator, focusing on flexible framework and design system.

heather noddings

info

TikTok launched worldwide in 2018 and quickly became a global phenomenon, reaching over 2 billion downloads in just 2 years. We refreshed the global brand identity to craft a consistent look and feel for maximum brand recognition.