For TikTok's AAPI Heritage Month campaign, I led the visual direction for #AAPIFamily, creating a design system that celebrated the breadth of Asian American and Pacific Islander experiences through creator storytelling.
The work balanced cultural authenticity with platform-native expression, developing a flexible visual language that could scale across social content, creator features, editorial storytelling, and campaign communications. Rather than focusing on a single narrative, the system was designed to hold many voices—allowing creators and their communities to remain at the center of the experience.
The result was a campaign that used design as a tool for representation, connection, and cultural celebration.
The work balanced cultural authenticity with platform-native expression, developing a flexible visual language that could scale across social content, creator features, editorial storytelling, and campaign communications. Rather than focusing on a single narrative, the system was designed to hold many voices—allowing creators and their communities to remain at the center of the experience.
The result was a campaign that used design as a tool for representation, connection, and cultural celebration.
