TikTok LIVE
Art Direction | Branding & Identity | Visual Identities | Figma
Project Overview
This year we launched scheduled live streaming at TikTok! This project has been a true XFN collaboration between the Visual Design Team and Content Programming, Marketing, and Creator teams. I lead our design team in the project planning and execution of all visual assets as well as art directed and designed overall visual identities for all live stream programming. Assets for these programs included the following: in-app banners, H5 landing pages, Creator merchandise, TikTok and talent social media assets, key visuals for video animations, presentation deck templates, Creator booklets/merchandise, swag designs, event invites, and Zoom backgrounds in order to increase community sentiment and brand perception. Due to the success of the initial live stream program, we've continued to produce designs for regularly scheduled programming, expanding into different topics spanning music, culture, diversity, art, fitness, and more.
TimeLINE: 2 Weeks - 1 Month
Role
Lead Designer/Art Director
Direct and design overall visual identities for livestream programming, create processes/best practices and develop templates for the team, provide design approvals. Lead and mentor junior designers through the creative process, host Figma workshops.
TEAM & partners
Visual Design Team
Leslie Kosier - Design Ops/Project Management
Content Programming Team
Creator/Social Team
Marketing Team
LIVE Program Example: Native American Heritage Month
For this live stream and other cultural campaigns, we wanted to showcase TikTok as an inclusive, diverse platform for the 18-24 demographic through diverse community marketing initiatives via livestream events. The goal was to create visual systems that highlight and empower underrepresented Creator communities.
ART DIRECTION
leading with color
Color is a rich creative playground, and an essential design element, particularly in cultural campaigns. For this campaign, we used color as another opportunity to enrich the story by embedding colors with cultural significance.
Rich, vibrant mesh gradients highlight diversity and unity
Focus on earth tones: turquoise, green, orange, yellow, red
Figma Templates
While teams have been distributed, I guided our team in pivoting to Figma for our workflow. Figma promotes a new level of visibility and collaboration for our team. Instead of having separate files within Adobe we now had a playground for ideating, replicating, and scaling design assets. We built a multi-page system for each campaign. To promote learning and development, I lead Figma workshops to onboard our team and other teams on this tool.
