TIKTOK MADE ME PLAY IT

Role: Art Director & Designer

The Brief: Design the visual identity for TikTok's inaugural global gaming summit — a B2B event positioning TikTok as the natural home for gaming culture and commerce.

Problem: TikTok was already a massive platform for gaming content, but the industry hadn't fully recognized it as a serious player in gaming marketing. The summit needed to feel credible to publishers like EA, 2K, NetEase, and HoYoverse while staying true to TikTok's creator-first energy.

Insight: The visual identity had to speak two languages simultaneously — polished enough for C-suite executives, but energetic enough that it felt native to gaming culture and TikTok's platform DNA. A corporate conference look would kill credibility with the gaming audience; pure gaming aesthetics would lose the business decision-makers.

Design Intent: I iterated on and animated the event logo, establishing the foundational visual identity, while championing the use of TikTok's UI elements in the overworld design to retain a more native feel. Together with the team (Joy Seet, Vanessa Rizk, Amy Lai, Kenneth Liew, Eric Schroeder), we designed an interactive 3D gaming environment that attendees could navigate to explore content, speakers, and sessions. The experience was hosted by creators VBunny, Cozy K, and Khleo Thomas. Every touchpoint was designed to feel like it lived at the intersection of gaming culture and TikTok's product experience.

Outcome: Over $162M in post-livestream revenue.

You can read more about the event here.