TikTok Showtime
Key outputs
Design toolkit
Art Direction
Animation
Date
2026
Brief
TikTok Showtime is a flagship series of annual agency events delivered across the EU, to strengthen agency relationships and build excitement around the platform. The strategic objective is to build platform knowledge and position TikTok as a core channel for future-facing brand growth.
The brief was to evolve TikTok’s global agency design toolkit into a cohesive, scalable identity suitable for multi-market EU rollout - ensuring relevance and impact across diverse regional audiences.
Approach
Using the foundation of the global toolkit, I shaped a visual identity that balanced playfulness, engagement and meaning.
Working closely with internal marketing teams, I was able to ground the design in audience insight and strategy. I introduced new graphic elements that would hero the identity and feel relevant to markets. A central creative device, the Tarot Card system, anchored the future-facing narrative and was designed as a flexible asset for both pre-event digital communications and live event activations.
Alongside hands-on design, I worked with agency partners to apply the identity to physical staging and environmental design, ensuring cohesion across all touchpoints.
