TikTok for Business
Global Brand System Revamp

Global strategy → Concepts built for Japanese culture.

A global redesign that gave TikTok for Business a distinct, social-first visual language built to feel native to culture, not corporate.

Problem

TikTok for Business lacked a unified identity across markets and touchpoints. The brand didn’t visually reflect the energy, humor, or cultural relevance of the platform itself, making it harder to stand out and attract new advertisers.

Solution

We redesigned the entire brand system, including visual identity, iconography, photo style, and a new TVC approach. The work leaned into meme culture and social-native cues, then systemized it into a modular toolkit so global teams could execute consistently without losing flexibility.

Results

The new system unified TikTok for Business globally under one recognizable visual language. It increased brand recognition, improved internal adoption across markets, and helped position the platform as more approachable and culturally fluent for new advertisers.