The TikTok Executive Club project, commissioned by TikTok MENA, focused on crafting a distinctive visual identity for this sub-brand. With a mission to position TikTok as a trusted partner for business growth in the MENA region, the challenge was to create a look that was true to familiar identity of the brand while keeping it more elevated from its playful and funky aesthetics.

The creative exercise began with the development of a logo lock-up. Drawing inspiration from classic hotel branding, the stacked type composition offered flexibility by incorporating the city name within a unique shape. This system becomes dynamic as the shape changes from one city to another. This shape, inspired by regional elements, served a dual purpose as a device for photos or frames.

For the inaugural event at Soho House, Istanbul, we explored familiar elements to localize TikTok. We designed linear icons based on notable elements from Istanbul, such as the Turkish cat, Topkapi Palace, and the Bosphorus wave. This approach aimed to establish TikTok Executive Club as a platform that seamlessly blends global professionalism with local cultural relevance. 

This cohesive visual system seamlessly extended across digital and print collaterals, including invitations, signages, dining elements, packaging, and more. By marrying professional appeal with localized aesthetics, TikTok Executive Club successfully communicated the platform as a valuable partner for businesses in the dynamic MENA market.