TikTok Illustration Library + guidelines
Usage Guidelines
Construction Guidelines
Designed and created in partnership with Oddfellows
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CONTEXT
As a rapidly expanding start-up with over 6,000 employees, TikTok’s Global Brand Studio faces intense demand for custom assets. Building from scratch, we must guarantee functionality across all business sectors. We require systems to globalize, distribute, manage usage, create new assets, and maintain visual consistency.
CHALLENGES
TikTok needs a large volume of unique custom assets that are authentic to the platform, globally inclusive, scalable, and user-friendly. The range & diversity of the teams using the content spans company-wide, across: marketing, sales, product, comms, partnerships, PR, operations (etc.), so the assets need to flex across a wide tonal spectrum and all users require detailed education for proper usage.
OBJECTIVE
Develop a vast functional illustration system & thorough set of guidelines that can flex across all business marketing topics in a way that is extremely dynamic, ownable, and replicable in a way that lends itself to endless additional creations.
APPROACH
Partner with Oddfellows to develop an on-brand treatment built on hero composites which consist of individual elements that can be reconfigured into various bespoke templatized design systems and leveraged across digital, social, experiential, video, etc.
RESULTS
350+ new illustrations
16K+ total downloads (in 6 months post launch)
Used in 14 presentation templates + 4 visual identity systems
Distributed to 3000+ team members across org