TIKTOK SHOP
CAMPAIGNS
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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.
MADISON SQUARE GARDEN
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.
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.
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.
The second part of the project features a horizontal artist strip for use in social graphics, emails, and on the jumbotron.
The wordmark I developed for the project draws inspiration from traditional Chinese paper-cuts, a significant element of Lunar New Year celebrations.
BF&CM X NICKI MINAJ
To drive excitement for TikTok Shop’s Black Friday & Cyber Monday campaign, I led the design for its partnership with Nicki Minaj's Pink Friday Nails brand. This high-profile project included the creation of OOH placements showcased on two iconic billboard screens in Times Square.
My role was to craft a co-branded visual style blending the energy of the BF&CM campaign with Pink Friday Nails’ bold aesthetic. The designs highlighted Nicki Minaj and product imagery, incorporating TikTok’s UI elements, like the “Join LIVE” callout, to boost interactivity and engagement.
Each billboard came with its own set of technical and mechanical challenges due to their unique display configurations. I worked through these complexities to deliver visuals that adapted seamlessly to the screen formats while maintaining clarity and impact.
My goal was to create a cohesive design system where both placements felt visually unified, amplifying the connection between TikTok Shop and Pink Friday Nails. This project required close collaboration with cross-functional teams, including Nicki Minaj's team,
to align on brand messaging, visual direction, and technical execution. The result was a bold and attention-grabbing presence in Times Square that elevated both TikTok Shop’s campaign visibility and Pink Friday Nails’ brand awareness during the busiest shopping season of the year.
THE ONE CLUB FOR CREATIVITY
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.
MTV
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) was seeking a unified graphic tool kit to support its new Heritage Month programming, encompassing three streams of content: See Me, Hear Me, Know Me. My work on this project is anchored in the existing MTVE identity, aimed at increasing warmth,
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
NMAAHC
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.
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
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.
CARNEGIE HALL+ X 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.
ADWEEK
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.
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.
My role focused on visually translating complex news stories into illustrations that are easy to understand and captured the theme of the stories, and using various visual styles to match the different tones of the articles.
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.
ADVANCEMENT PROJECT
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.
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.
FASHION ILLUSTRATION
These fashion illustrations are inspired by Gucci's Pre-Fall 2017 collection and represent an experimentation with my bold graphic style.
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.
Drawing inspiration from the intricate patterns in the clothing, these illustrations serve as my personal visual interpretation of the garments.