TikTok Creators
Roles
- Design Direction
- Motion Design
Year
February 2018
Description
TikTok’s creator-focused channel initiative celebrated the platform’s vibrant community of content producers while inviting emerging voices to join the ecosystem. The project centered on developing a distinctive brand identity that would both honor established creators and lower barriers for newcomers. We crafted a flexible design system rooted in a DIY aesthetic—a deliberate visual language resembling the platform’s signature sticker-collage style. This “Make it your own” approach reinforced TikTok’s core promise: that the platform exists as a vessel for creator expression, not a rigid framework. The resulting identity successfully positioned user creativity as the platform’s defining appeal, demonstrating that TikTok’s strength lies in empowering its creators to shape the experience itself.
Launching a new channel comes with an immediate tension — you need recognition before you’ve had time to build it. The clock was ticking, and the audience we needed to reach wasn’t waiting around. Our strategy was to go narrow to go wide: rather than casting a broad net, we embedded ourselves in specific creator communities — niche, underrepresented, and emerging voices like Native American creators — and built the brand around them. By meeting these audiences where they already lived and making them feel seen from day one, we created organic recognition that spread outward. The brand didn’t just reach new audiences — it was built by them.
TikTok Creators
Roles
- Design Direction
- Motion Design
Year
June 2018
Description
Following the success of TikTok Creators, the platform recognized the need for a dedicated channel to celebrate its thriving music community and the countless artists shaping sound culture. TikTok Music launched as a distinct destination honoring the musicians, producers, and sonic creators who define the platform’s rhythm. We developed a unique visual identity—including a proprietary logo and art direction—that differentiated the music channel while maintaining strategic alignment with TikTok’s broader ecosystem. The brand system captured music’s dynamic energy and cultural significance within the platform, establishing TikTok Music as both a celebration of existing talent and an invitation for emerging artists to contribute to the platform’s evolving soundscape.
TikTok Music was built on a simple truth — the platform was already home to some of the most culturally relevant artists and producers in the world. So rather than introducing a new identity from scratch, we leaned into the credibility that was already there. By anchoring the channel around established names like Disclosure — a globally recognized force in the EDM scene — we sent a clear signal to the music community that this was their space. The brand didn’t need to chase culture. It was built from within it, making the launch feel less like a rollout and more like a natural extension of the scene itself.