TikTok LIVE
TikTok LIVE is a portal for discovery. You can find a lot of topics on LIVE, big events, big names, and even bigger communities.
Our mission is to architect digital environments that do more than just function—they breathe. We design to inspire radical creativity, spark instant joy, and build a global sense of belonging. At TikTok LIVE, we don't just host streams; we cultivate the heartbeat of the platform.
Our Visual DNA
Radically Authentic: We design for the unfiltered human experience.
Optimistic by Design: We believe visuals should be a playground for the soul.
Fearlessly Bold: We don't follow trends; we break the boxes that contain them.
Campaign Framework
In a high-velocity environment, creativity requires a system. A strategic tiering model for our key visuals that balances artistic soul with operational precision. By categorizing campaigns based on complexity and brand weight, we ensured that every touchpoint—from a global tournament to a daily segment—delivered maximum impact.
Self-Configured Campaigns: Bespoke, theme-driven art for flagship moments. Typography, unique–encouraged to match the campaign theme.
Program Campaigns: Branded programs require visual consistency. Typography, primarily TikTok Sans, with room for unique exploration if time permits.
Templates: Versatile templates designed for calendar holidays for maximum use case. Typography, primarily TikTok Sans, with room for unique exploration if time permits.
Engineering Engagement
Self Configured Pages: Utilizing internal component Figma libraries, we construct standardized, high-performance components—including interactive leaderboards and real-time gameplay modules—to keep viewers engaged.
The Impact
At the scale of TikTok LIVE, design is a performance lever. In 2025, I focused on transforming our creative output into a measurable business advantage—optimizing workflows, scaling team culture across borders, and delivering high-stakes campaigns that moved the needle on global engagement.
249+ Projects Delivered: I led the end-to-end execution of nearly 250 regional initiatives across US and LATAM, marking a 30% increase in output year-over-year.
17% Efficiency Gain: By implementing a new design grading system and scoping discipline, project turnaround time reduced from 4.9 to 4.2 man-days, exceeding our operational targets.
Scaled Innovation & Global Perspective
Operationalizing the Future: In 2025, I operationalized AIGC from a theoretical concept into a production-ready design tool. By consolidating months of hands-on application, I established repeatable workflows that accelerated concept iteration and slashed exploration and execution time for campaign visuals.
A Global Perspective: Creative leadership at TikTok requires a "borderless" mindset. From facilitating in-person retrospectives in CDMX to participating in leadership all-hands in Beijing, I worked to align our regional creative strategy with global priorities, ensuring that the US and LATAM voices were central to the platform’s evolution.
Cultivating Craft
Building a resilient creative culture scale is nothing without quality. I invested in the long-term health of our design team by:
Strategic Growth: Lead the hiring and onboarding of key Senior Design talent for our US and LATAM markets, ensuring continuity during periods of rapid transition.
Feedback Loop: Introduced quarterly peer-led "Creative Share" sessions, shifting the focus from final pixels to the logic of design decision-making.
Trust Through Connection: Curated high-touch team experiences—like private studio tours—to reinforce shared identity and long-term engagement.
