TikTok @ SXSW 2020

Art Direction | Branding & Identity | Print | Experiential/Event Design | Social

Project Overview

TikTok partnered with Giant Spoon to create a world-class experiential activation for SXSW 2020 attendees to engage with the TikTok brand. I lead our Visual Design Team in developing a unique visual identity for the event that personified the TikTok brand and connected to the narrative of the in-person activation. We produced Ultimately, this project never came to fruition due to the COVID-19 event cancellation, however, it was a true collaboration among our entire team and it inspired future large-scale projects and events.

TimeLINE: 1 Month

Role

Lead Designer/Art Director

Design and direct overall visual identity/art direction for SXSW 2020 activation. Empower our in-house creative team to develop print & digital assets (OOH Airport ads, social media posts, pedicab wraps, wild postings, event invites, RSVP websites). Work directly with the creative agency to guide overall art direction and mentor junior designers through the creative process. Partner with Giant Spoont to develop the overall art direction for the in-person activation.

TEAM & partners

Visual Design Team

Leslie Kosier - Design Ops/Project Management

Giant Spoon (agency)

Marketing Team

Creator/Social Team

Final Concepts and Deliverables:

LOGO

To connect with the immersive and dynamic quality of the activation, we created a multidimensional logo that used a flexible “text as window” treatment. Bright holographic textures could be swapped out according to the color theme of the experience or accompanying graphics.