ROLE
Design Lead
Design Lead
CATEGORY
Product Brand
Design Systems
Strategy
Product Brand
Design Systems
Strategy
SCOPE
Brand Design
Product Assets
Brand Design
Product Assets
A cohesive design system for Music, on- and off-platform.
The influence of TikTok on the music industry is undeniable, with on-platform trends creating real-time impact on global streaming charts; music content spans many different moments — highlighting an album release, celebrating a genre, or a hot new trend. But while a streaming service can say “Listen now,” music on TikTok had a much different challenge: how to frame music content from TikTok.
We needed to further establish TikTok as the destination for global entertainment, through deepening our association with Music, Sports and Entertainment. As a high-priority content vertical, TikTok needed a design system and strategy to help define music content, both in-app and off-platform.
We needed to further establish TikTok as the destination for global entertainment, through deepening our association with Music, Sports and Entertainment. As a high-priority content vertical, TikTok needed a design system and strategy to help define music content, both in-app and off-platform.
Artist assets come in a wide variety of color and styles — often at the last minute. In order to create cohesion, color is pulled from artist photography and then matched to the extended brand color palette. This keeps the music system cohesive with the rest of the brand, as well as cohesive with artists
assets themselves.Off-platform: a strategy to drive users to the most relevent on-platform experiences.
For OOH, messaging was strategically centered around what a user would find on-platform, with hashtags prioritized whenever possible to drive the user directly to relevant, entertaining content on TikTok itself.
For #SwiftTok, this looked like OOH messaging which leveraged a custom Leaves effect and Taylor’s UGC, and ended on her hashtag which would land users onto a canvas with 5.9 Billion views, and countless videos to discover.
For #SwiftTok, this looked like OOH messaging which leveraged a custom Leaves effect and Taylor’s UGC, and ended on her hashtag which would land users onto a canvas with 5.9 Billion views, and countless videos to discover.
On-platform: a design system for scale and velocity.
In order to have consistency across the variety of artist photography, we created a library of type stickers and iconography to unify disparate assets, as well as a system for quickly creating leveraging artist assets to support trending sounds or songs.
