TIKTOK EU

Building a social playbook to establish TikTok’s social
identity across the EU through strategic curation,
content franchises and visual guidelines. ☺

✩ Lead designer         ✩ Content creator         ✩ Art Director

Developing TikTok’s established brand elements such as type, colour and layout and introducing new guidelines around illustration and execution. 

The main goal was to make create a playbook that was adaptable for the wide breadth of content we would be working with; the rules we set needed to be freeing and playful with a purpose of showcasing and celebrating content that was ‘curated for you.’

Page examples from the TikTok EU social playbook.

Art Direction and Concepts - Lucy Fuller
Editorial Ideation - Fabienne Tyler
Motion Design - Jamie Robertson