Project: TikTok LIVE
Role: Design Operations & Creative Project Management

Project Overview: In 2021 TikTok launched its first scheduled, livestream show on the app. The TikTok Creative Studio was given the opportunity to lead the development of the program’s visual identity, promotional materials, and graphic templates. The project was highly collaborative, with key stakeholders including Marketing, Content Programming, Product Design, Engineering, and Creator (Talent) Partnerships.

Deliverables: In-app banners and graphics, web and app landing pages, merchandise, social media assets, animations, presentation deck templates. booklets, event invitations, Zoom backgrounds, and Figma templates.

Impact: The livestream was a huge success! After the positive response both from our users and the internal cross-functional effort of the initial program (titled “Happy at Home”), the team quickly worked to scale regular scheduled programming spanning across a variety of communities and interest groups ranging from music, culture & diversity, art, fitness, and many more.

My Responsibilities & Process:

  1. Identified stakeholders and their area of expertise and responsibility.

  2. Developed creative brief by understanding the program and campaign goals as well as key milestones. This was accomplished through meeting with program and marketing stakeholders alongside our design leads.

  3. Wrote a creative brief including expected deliverables, timelines, and metrics of success for the campaign.

  4. Built a project plan workback schedule outlining: stakeholder dependencies, design audit and market research, moodboard presentations, visual identity reviews and revisions, program title copywriting ideation and reviews, and internal studio feedback sessions. Once this project plan had stakeholder approval, the plan was translated into the project management tool Asana - tasks were created, assigned, and monitored accordingly.

  5. Scheduled and facilitated agenda for regular project check-ins: monitoring evolving scope, asking teams for status updates, and providing routine creative production updates.

  6. Unblocked pain points as they arose, being sure to communicate with all necessary partners if details of the original plan were changing.

  7. After the success of the first show, the programming scaled so rapidly that I was later responsible for:

    • Managing design lead(s) to develop more visual identities for specific categories such as music and seasonal programming

    • Onboarding and managing an external creative agency to produce and deliver high volume of assets supporting live programs according to our playbook and best practices.

Partners:
Emily Giglio - Creative Studio Lead Designer, Art Direction
Marketing
Content Programming
Creator (Talent) Partnerships
Product Design
Engineering

Sample Deliverables: