TikTok "¡Adelante!”

Naming and visual identity for TikTok’s 2023 Latin Heritage Month campaign, spanning across digital and physical applications. Inspired by TikTok’s year-round initiative #CasaTikTok, this design welcomes viewers home. “¡Adelante!” is a phrase used to invite someone in as you greet them at your door. It translates to “Come on in” as well as holds an uplifting cultural meaning of moving onward and forward. The wordmark itself is designed to emphasize the Spanish language, utilizing the inverted exclamation marks that are unique to the language as vertical framing devices.

The visual design system is comprised of an earthy off-white color paired against bright vibrant hues pulled from TikTok’s secondary palette as well as a few unique colors that are ubiquitously Latino. The compositions are dynamic perspective views of a room, inspired by the geometric architecture that can be seen throughout all of Latin America. Within these rooms, we have embedded images of treated objects such as plants, textiles, and food that connect us to our cultures. Many of these images were taken by the design team in our own homes or family homes, which made this project even that much more special.