TikTok

Designing trust:
A safe space
for TikTok’s Transparency Forum.

  • TikTok Transparency Forum is a quarterly event dedicated to addressing trust and safety issues on the app. It brings together TikTok experts and industry voices to discuss the ongoing efforts to make TikTok the safest platform for creative expression. TikTok Transparency forum needed a brand Identity that radiated the feeling of safety and approachability.

    With TikTok’s core branding at the heart of the identity, secondary elements such as colour palettes, layout structures, and photography were carefully selected to reinforce the core message and evoke a sense of trust and safety.

  • Brand Identity, Art Direction, Brand Toolkits, UI and Motion

  • Creative Lead & Designer: Tania Harisha (Me)
    Motion Designer: Daniel Obichukwu & Tania Harisha (Me)
    Experiential Marketing: Keelan Duffy
    Experience Agency: SEEN Presents

A palette with purpose, balancing trust and boldness

During initial in-house discussions, we explored the key attributes the brand should embody. Most importantly, trust and safety. From a creative perspective, TikTok’s core colours felt too bold and needed balance. To achieve this, we introduced a secondary colour palette.

Sahara, a warm and inviting yellow, was chosen to evoke feelings of happiness and comfort. Complementing this, Cobalt Tint, a rich purple, was introduced to symbolise power and knowledge, reinforcing the brand’s credibility and authority.

A bold symbol of transparency

The TikTok Transparency Forum logo is designed to feel open, approachable, and familiar while staying true to TikTok’s bold visual identity. The 90° rounded corners create a friendly and trusting feel, reinforcing the core theme of transparency. A layered transparency effect symbolises the bridging of knowledge between TikTok and its audience, fostering education and understanding. All while subtly drawing from TikTok’s UI to create a sense of familiarity for the audience on a subconscious level.

Visual storytelling across platforms

We created a set of animated icons that acted as a flexible structure for all our brand visuals. The adaptable grid system made it easy to adjust both the patterns and content across different formats and orientations. Since the conversation centered around statistics and data, I designed infographics that brought key moments to life, making the message clear and engaging for the audience. This was later used across socials and reports to maintain a consistent and cohesive visual identity.

“Tania, it was a pleasure collaborating with you on the epic TikTok Transparency Forum. You went above and beyond to execute a fresh, new visual identity for the franchise and truly upped the game!”


— Keelan Duffy, Experiential Marketing at TikTok Europe

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