Our goal was to inject new energy and vibrancy into the design system. The challenge lay in creating a flexible structure that could uphold a strong international brand presence while staying sensitive to local nuances. What emerged was a foundational philosophy that guided every tool we built and informed the thinking behind our creative decisions. Our scope covered everything from core brand elements, color schemes and typography to motion principles, extended palettes, grid systems, brand photography, video creation guidelines and more.

tiktok.com/brand

-

Creative Direction: Francis Mekhail & Stacey Dsylva

Creative: Alessandro Fantini

Strategy - Julia Zhou

Design - Joshua Covarubbias

MGFX - Johnny Chiu

Photography - Natalie Matutschovsky + Snog Productions.

-

Creative Agency: Wolff Olins