VERTICALS ON TIKTOK
Role — Global Design Director
From sports to beauty, Verticals on TikTok cover a wide range of communities and content. To create clarity and cohesion across them, we designed a unified visual system rooted in TikTok’s brand. This resulted in a scalable icon library of nearly 200 custom assets across 17 verticals, built for teams to use, adapt, and grow with.
Led the overall creative direction and visual identity, establishing a flexible design system that could scale across different industries, markets, event formats, and touchpoints.
Led the overall creative direction and visual identity, establishing a flexible design system that could scale across different industries, markets, event formats, and touchpoints.
