TikTok CMO Collective
Key ouputs
Visual identity
Creative/Art Direction
Agency collaboration
Date
2025 - 2026
Brief
TikTok hosted a premium, three-day CMO summit for their highest value B2B customers across the EU, with the goal of deepening relationships, strengthening brand trust and driving long-term commercial growth. The brief was to evolve TikTok’s C-suite brand toolkit into a bespoke event identity - creating a cohesive suite of print and digital assets that felt premium, distinctive and brand-aligned.
Approach
Leading creative direction for all design assets, I shaped a bespoke visual system that balanced brand integrity with a premium experience. Using TikTok’s C-suite toolkit as a foundation, I curated a palette and logo that elevated the brand, and designed a range of assets including: website, printed case study books, and digital presentations.
Collaborating with a range of stakeholders I attended site visits to scope out possibilities and ensure the look and feel would integrate seamlessly - working with, rather than against the space.
Working closely with an external agency and internal stakeholders I guided production of all printed assets to ensure a cohesive feel across the entire event. A key challenge was balancing creative ambition with operational delivery, and managing expectations in the process.
