TikTok needed to establish a strong presence in the Indian market by creating engaging campaigns, establishing brand guidelines, and launching new features that would appeal to local creators. As part of the localization effort, the challenge was to make the TikTok brand resonate with Indian audiences.
Support local and global teams in ensuring brand guidelines were met and supporting engineering teams to launch new features.
As part of my role at TikTok I executed 3 key projects:
- TikTok Creator Fund Program -
I collaborated with the product team to create the in-app visual experiences for this feature. The program, promised to compensate creators funds worth $200M, was launched in the US and parts of Europe. This feature incentivizes creators on the platform.
- Illustration style guide -
I also played a key role in creating the guidelines for the internal TikTok design teams. This involved covering topics such as best practices, internationalization, and color usage, and ensuring that the guidelines were easy to use and reference.
- Local content -
I collaborated with local cross-functional teams to create internal company-facing visual experiences for workshops, company-wide policies, and other communication. These efforts helped ensure that the TikTok brand was consistent and engaging across all internal and external touchpoints.
