TIKTOK SHOP
CAMPAIGNS
Scroll right to see the rest
These in-app campaign assets are created based on localized US market research and strategies, brand perception reports and marketing insights. The system needs to be scalable as they exists on in-app touch points with various specs.
This is TikTok Shop's Mother's Day campaign, one of the many in-app campaign identities I helped design (ie. Spring Sale, Valentine's Day, Mid Year Sale, etc). The visual identity apply to both B2B and B2C touch points, most of them on the Shop tab on the TikTok app that users see everyday.
I worked cross-functionally with the Campaign Team, UX Team & Marketing team to develop toolkits, key visuals, OOH, marketing materials, and motion graphics.
ADVANCEMENT
PROJECT
YOUNG ONES
MTV
My work on this project is anchored in the existing MTVE identity, aimed at increasing warmth, personality, and sophistication, while conveying deeper meaning to partner lockups. The goal is to create a system that centers and celebrates creator content, while being adaptable to various video formats and digital dimensions.
MTV Entertainment Group (MTVE) is seeking a unified graphic tool kit to support its new Heritage Month programming, encompassing three streams of content: See Me, Hear Me, Know Me.
The design takes into consideration sonic branding and partnership lockups to establish clear connections between entities. The exclamation mark serves as the universal mark that supports the text and graphics.
The toolkit includes title cards, end cards, lower thirds, social media banners, and motion graphics, all designed with meticulous attention to detail.
Project Owned by Champions Design
Jennifer Kinon
The goal was to champion the spirit and irreverence of youth while celebrating the diversity of the audience through a seemingly infinite typographic palette. In these on-stage bumpers, I animated the typography and create visually captivating sequences.
The One Club for Creativity worked with Area of Practice and I for a Young Ones award event identity system. As the motion designer for the project, I created four on-stage bumpers that bring the new type-driven identity system to life in a bold and energetic way.
The bumpers were displayed on stage and by the event entrance to introduce different segments of the event or to transition between different elements of the program. To achieve a bold and energetic feel, I incorporated dynamic typography animations,
Project Owned by Area of Practice
Kevin Brainard
Lindsey Chizeve
Derril Sellers
vibrant colors, and engaging motion effects. These bumpers added excitement and visual interest to the overall event, enhancing the audience's experience and reflecting the creative and youthful nature of the Young Ones award event.
NMAAHC
ADWEEK
Drawing inspiration from NMAAHC's archive, existing collections, and exhibitions, I noticed the recurring theme of pan flags and incorporated the triangular flag shape into the museum's logo, which also echoes the shape of its architecture.
The National Museum of African American History and Culture (NMAAHC) is a Smithsonian Institution museum located on the National Mall in Washington, D.C., USA. As part of NMAAHC's fifth year anniversary merchandise refresh project, I designed various items such as t-shirts, tote bags, magnets, mugs, water bottles, and pins.
This design pays homage to the history and legacy of NMAAHC while also serving as a versatile and modular pattern that can be applied to different merchandise and social graphics.
Project Owned by Champions Design
Bobby C. Martin Jr.
Mike McCaughley
Taylor Hale
Carina Sandoval
Advancement Project, a Black-centered racial justice organization, underwent a rebrand in 2022 amidst organizational restructuring and a challenging political climate.
My work included creating social assets, motion graphics, a brandbook, and a brand cheatsheet, all incorporating the new brand elements.
As part of the rebrand, I developed the centerpiece of the brand system, the "Radical Burst," which symbolizes Advancement Project's diverse projects united in the pursuit of freedom for people of color.
As Adweek's in-house illustrator in the Visual Newsroom department, I created hero editorial illustrations for the weekly magazines and illustrated for daily website articles and breaking news.
As the leading source of news and insight for the brand marketing ecosystem, Adweek provided me with valuable experience in creating impactful illustrations for print and digital media.
This fast-paced role involved collaboration with journalists and writers, including visual research, working closely with the creative director for iterations, and image editing and collaging.
CARNEGIE HALL+,
APPLE TV
Carnegie Hall+ is a premium subscription channel that offers exceptional musical content from around the world, aligning with Carnegie Hall's mission to make the transformative power of music accessible to a wide audience.
Motion elements add a sense of playfulness and whimsy, captivating viewers and enticing them to engage with the exceptional content.
The identity for Carnegie Hall+ is designed to stand out among other specialty streaming channels while reinforcing the Carnegie Hall brand.
Project Owned by Champions Design
CH Podcast Illustration by Rob Wilson
Bobby C. Martin Jr.
Jennifer Kinon
Mike McCaughley
As part of this project, I animated the CH podcast covers and created over 500 Carnegie Hall+ covers and title arts for Apple TV, showcasing my expertise in visual design for streaming platforms.
These fashion illustrations are inspired by Gucci's Pre-Fall 2017 collection and represent an experimentation with my bold graphic style. Drawing inspiration from the intricate patterns in the clothing, these illustrations serve as my personal visual interpretation of the garments.
I recreated them in exaggerated and dynamic postures, intentionally taking up ample space and pushing the edges of the page.
These illustrations are a reflection of my artistic exploration and aim to showcase my unique approach to fashion illustration, capturing the essence of Gucci's Pre-Fall 2017 collection in my own distinctive style.
FASHION ILLUSTRATION
RED, WHITE, BLUE VOTING STICKERS
I collaborated with designer Chloe Scheffe on a motion project for Apply, creating a series of voting stickers called "Red, White, Blue." These visually appealing stickers were brought to life with unique animations for each of them.
The purpose of this initiative was to increase visibility and engagement with voting, particularly in advance of the 2020 election. All profits generated from the "Red, White, Blue" sticker series were donated to the Voter Participation Center.
The animated sticker sets were made available on various social media platforms, including Instagram, Giphy, TikTok, and Snapchat.
The interior details of the letters capture the intricate and traditional nature of Chinese paper-cuts, while maintaining readability from a distance in the arena. The second part of the project features a horizontal artist strip for use in social graphics, emails, and on the jumbotron.
Madison Square Garden commissioned me for a Lunar New Year event design for the Knicks 2023 LNY Theme Night. This project allowed me to represent and showcase my cultural heritage in a celebratory way. The wordmark I developed for the project draws inspiration from traditional Chinese paper-cuts, a significant element of Lunar New Year celebrations.
This illustration depicts people coming together for a Lunar New Year celebration, with strips on both sides inspired by the format of Chinese vertical calligraphic couplets.
MADISON SQUARE GARDEN
TIKTOK SHOP X
RARE BEAUTY
Lines wrapped around the building as attendees eagerly awaited entry – over 82 creators attended the Creator Day and 2k attendees across Saturday & Sunday. Thus far, the event garnered significant engagement via Rare Beauty's TikTok's handle, and received 1279 QR code scans across all 3 days.
TikTok Shop x Rare Beauty Pop-Up (LA): This was the first co-branded consumer pop-up piloted for TikTok Shop, in partnership with Rare Beauty. The marketing and creative teams partnered with Rare Beauty on a creator-facing day aimed at driving content, and 2 consumer-facing days aimed at growing shopper awareness and adoption of TikTok Shop.
Being on the TikTok Shop Creative Studio team, I provided co-branded logo lockups, branded QR code, brand guidelines for Rare Beauty design team, as well as printed design materials and table stands design for the event venue. I also managed and created two social content for TikTok Shop US handle to promote the event.