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Effect House Branding

A brand refresh for TikTok's AR community.

Year2024 – Present RoleSenior Artist · Brand Ops ScopeBrand system + ongoing operations

TikTok Effect House is where creators build and publish AR effects for TikTok. By 2024 it had an established brand. What it needed next was a refresh: a more contemporary tone, a visual language with the range to reflect today's effect diversity, and a system flexible enough for the daily machine of campaigns, events, and creator education. That's the chapter I took over.

Upgrade in motion — the first public reveal of the new visual and motion.

My Role

Brand operations lead. Inherited the existing brand in 2024, designed and rolled out the upgrade, and now run the day-to-day across campaigns, offline events, and creator education.

Key Decisions

Visual Language

The refreshed system builds on the Effect House logo's arch: a doorway between reality and virtual, infinitely extendable to express the diversity of effects creators make. The palette went brighter, the system more youthful and refined. Built to scale from in-app onboarding to a wristband at an offline event.

Effect House — Brand visuals 00
Design keywords & philosophy.
Effect House — Brand visuals 01
Updated logo as branding base and design motif.
Effect House — Brand guide
New visual language.
Effect House — Venue design and wristbands
Brand system applied to venue and event collateral.
Creator tutorial production guide.
Brand system in social.

Campaigns

Seasonal effect campaigns and community spotlights. Each campaign reuses the brand system but flexes for the moment, whether it's back-to-school, holiday, or AI launches.

Effect House — Brand guide 01
Banner guide.
Effect House — Banner design
Effect House — Campaign assets

Events & Workshops

Invite-only workshops with the platform's top-tier creators. Each session introduces new capabilities and collects direct feedback that feeds back into the product.

Effect House — Effect Day event branding
Effect Day — flagship event branding.
Workshop in motion — bringing new creators into the AR ecosystem.
Effect House — Workshop
Event swag.

Creator Education

A systematic tutorial program for both versions of the platform: Effect House on desktop, Mobile Effect Editor on phone. The refreshed brand sets the visual tone across every video, scaling from never-touched-AR basics to AI-driven tooling.

Effect House — Creator education 01
Tutorial library across both versions — Effect House (desktop) and Mobile Effect Editor.
Effect House (desktop) tutorial — onboarding creators to the AI tools.
Mobile Effect Editor tutorial — building 2D sticker effects on phone.

Brand System & Assets

A working library of templates, motion kits, and social cuts. Built for the marketing team, cross-functional design teams, and partner creators to use directly.

Effect House — Brand visuals 02
Effect House branding guide.

Outcome

The brand upgrade shipped across every creator-facing surface: in-tool visual refresh, ops campaigns, social channels, and creator education. Engagement moved with it.

The timing mattered: the refresh landed against the 2025 TikTok ban headwind, where a sharper brand voice helped rebuild creator confidence and bring engagement back up.

Credits

Brand Direction: DingDing Chung
2D: Yu Zhang, Junyu Diao, Jefrain Gallipoli, Diana Lee, Xiaopeng Jia
3D: Kai Yu
Motion: Alex Noelke, Shirley Bu, Suru Liu, Tari Inyeinengi