Looking to sharpen things up a bit, our goal was to create a more cohesive design system. The challenge was building a flexible system that maintained a strong global identity while speaking to local nuance. The output was a philosophy that underpinned each toolkit and helped drive our design logic. Scope included: motion theory, extended color palette, grid systems, custom type, brand photography, video guidance and more. tiktokbrandbook.com

Agency: Wolff Olins. Project Team: CD - Francis Mekhail + Stacey Dsylva, Strategy - Julia Zhou, Design - Joshua Covarubbias, MGFX - Johnny Chiu, Photography - Natalie Matutschovsky + Snog Productions.