As Design Director, I led the brand design team in developing the visual identity (VI), templates, and guidelines for a 360° Music Marketing Campaign targeting both the general public and key decision-makers within major music labels across digital, print, and motion. The campaign's goal was to raise awareness of the featured song and artist while showcasing TikTok's pivotal role in launching and promoting world-famous musicians. The design highlighted artists' names, achievements, global track views, and/or top chart positions, seamlessly integrating TikTok's product UI and the brand guidelines. As part of the VI we also developed a library of music related icons to create a cohesive and unified look across different deliverables.

Our team produced a wide range of assets, including Out-of-Home displays, magazine prints, banners, social media content, and in-app videos, all tailored for the US and EU markets. As of late 2023, the campaign achieved a 34% increase in awareness compared to previous TikTok music campaigns and significantly boosted artist and label engagement, receiving strong support from the music community.