TikTok · 2019–2021
TikTok for Business
Creative Director · Global / Japan
TikTok for Business looked different in every market and nothing like the platform itself. We rebuilt the system around meme culture and shipped it as a working toolkit that regional teams built on directly.
Problem
TikTok for Business lacked a unified identity across markets: and didn't reflect the energy, humor, or cultural relevance of the platform itself.
Solution
A full system redesign: identity, iconography, photo style, TVC approach: leaning into meme culture, then systemized into a modular toolkit for global teams.
Results
Shipped as a working system, not a guidelines deck: identity, iconography, photography and TVC templates that regional teams built on directly, from one toolkit, in every market.
01: Anthem TVC :30
The platform's energy, systemized into one anthem film.
02: TikTok Award Show
The brand system performing live.
03: Meet Your X Spot
Platform education as entertainment.
