Global Brand Guidelines
There are hundreds of creative teams, internal and external, that utilize TikTok’s brand guidelines. My role is to make sure the rules are thorough enough to establish global consistency as well as easily accessible for any skillset – built to maximize expression rather than limit creativity.
Toolkits and Templates
Whether it’s for specific marketing verticals, big brand moments, or campaigns of varying scale, my expertise lies in creating robust design playbooks and templates for any execution. From logo lockups, type styles, color theory, graphics, photo treatment, and more.
Web Design
From designing sites myself to overseeing agency development, I know what it takes to build responsive and beautiful websites. I regularly use Sanity, Webflow, and Claude in my day-to-day.
Campaign Identities
I’ve worked on all types of campaigns across brand, music, gaming, live streaming, sports, creators, DEI, and B2B. Finding ways to visualize these culture moments in unique ways while still staying true to the core brand is one of my favorite creative challenges.
Custom Typeface Design
I’ve been involved in creating TikTok Sans in both left-to-right as well as right-to-left languages: Latin, Arabic, and Hangul. Making sure the expression across other languages is visually consistent with the Latin as well as maintaining authenticity for the local markets.
Agency Oversight and Management
From sourcing agencies, conducting RFPs, briefing, and oversight into final delivery, I’ve worked with a wide variety of partners – big and small – to build out the TikTok brand. Aside from just overseeing and leading design direction, I more often than not jump in to collaborate and execute the final product.
Managing and Mentoring
I find joy in building community for designers in an industry where things are always evolving. From mentoring in-house designers on my team to managing several contract designers over the years, sharing a love for the craft and advocating for growth is the best part of the job.
XFN Alignment and Collaboration
Being on the core Brand team for TikTok, I’m regularly working with our various cross-functional creative teams to ensure consistency as well as authenticity to their business verticals. From E-commerce, B2B, LIVE, Product, Employer Branding, and many more.
.jpg)
.png)
.png)
.png)
.png)
