project overview
As the first designer dedicated to TikTok LIVE in the US, I had the opportunity to help define what our regional brand could look and feel like. Starting with a minimal global illustration framework, I developed a distinct visual language for the US market—then turned it into a flexible system that could scale across hundreds of campaigns, programs, and educational experiences.
project type
Illustration System
year
role
Lead Designer & Illustrator
client
TikTok LIVE
The Existing Style
TikTok’s global brand provided a visual foundation, but the existing illustration guidelines were minimal and had not yet been adapted for the US market. Building on those foundations, I expanded the system into a distinct illustration language designed around the needs and aesthetic of TikTok LIVE US.
The Challenge
TikTok LIVE campaigns move quickly, and design timelines are always tight. A visual system was needed that could scale across many project types while remaining consistent, flexible, and fast to produce.
Defining the Style
I built upon the existing brand, developing a flat, geometric illustration style using simple shapes, bold color, and modular elements. The approach balanced visual personality with production speed, creating a growing library of reusable assets.
Campaign Designs
A Repeatable System
Reusable characters, props, and environments formed the foundation of the system. Instead of rebuilding illustrations for every campaign, existing elements could be adapted and expanded, reducing production time while maintaining consistency.
Designing for Scale
Not every project required the same level of illustration. A tiered framework aligned creative effort with project priority—from fully illustrated campaign worlds to lightweight spot illustrations for everyday content.
One System, Many Experiences
The illustration system adapted across educational pages, creator programs, and flagship campaigns while maintaining a cohesive visual language. Each experience was tailored to its audience without losing brand consistency.
