TikTok wanted to bring its viral music moments into the physical world for the first time. On December 10, TikTok took over Sloan Park in Mesa, AZ for a one-night live show featuring some of the platform's biggest artists, streamed live on TikTok and later released on Disney+ and Hulu.

The art direction was inspired by 90s grunge music posters but with an iconic TikTok flare, and the identity needed to flex across a live concert, a livestream, a broadcast special, and a ticketing campaign while maintaining consistency. I built the system around a standard set of elements:

• Logo lockup & color system: The visual core that anchored every other asset and kept the brand recognizable across wildly different formats and contexts
• Graphics package & motion toolkit: The templated layer agencies and internal teams used to build livestream graphics, broadcast packages, and event screens with a consistent look, without needing custom design for every piece
• Hero posters: The key art driving ticketing, OOH, and social
• Partnership guidance: Direction for how artist likenesses and brand partners were represented consistently across materials
• Event tune-ins: Promotional assets building anticipation pre-event

I partnered with the Creative Directors to set the art direction and visual identity for the event, then built that into a scalable design system so other agencies and internal teams could execute consistently across every touchpoint, before and during the show. I oversaw design across all event screens directly, and worked with artist talent managers to ensure each performer's likeness was represented accurately throughout. Working under a tight production timeline, I presented the system directly to senior leadership and was responsible for the full asset library that agencies and internal teams built from.