TikTok Fitness
An identity and campaign built to make TikTok the home of New Year fitness.
TikTok Fitness
An identity and campaign built to make TikTok the home of New Year fitness.
TikTok Fitness
An identity and campaign built to make TikTok the home of New Year fitness.
Fitness culture peaks in January, and so do broken resolutions. TikTok wanted to flip that script and position the platform as the home of fitness culture, with an identity bold enough to inspire creators and credible enough to win global partners.
Overview
We created a standalone identity and campaign concept for TikTok Fitness. It mixed TikTok's own look with a comic book style that made fitness feel playful and social. At its centre was the rallying cry Flip the Script #2025, which turned fitness resolutions into a creator-led movement.
Global pitch. The identity was central to TikTok's global partnership pitch, and drew positive interest from Nike, Adidas and Gymshark.
Fitness culture peaks in January, and so do broken resolutions. TikTok wanted to flip that script and position the platform as the home of fitness culture, with an identity bold enough to inspire creators and credible enough to win global partners.
Overview
We created a standalone identity and campaign concept for TikTok Fitness. It mixed TikTok's own look with a comic book style that made fitness feel playful and social. At its centre was the rallying cry Flip the Script #2025, which turned fitness resolutions into a creator-led movement.
Global pitch. The identity was central to TikTok's global partnership pitch, and drew positive interest from Nike, Adidas and Gymshark.
Fitness culture peaks in January, and so do broken resolutions. TikTok wanted to flip that script and position the platform as the home of fitness culture, with an identity bold enough to inspire creators and credible enough to win global partners.
Overview
We created a standalone identity and campaign concept for TikTok Fitness. It mixed TikTok's own look with a comic book style that made fitness feel playful and social. At its centre was the rallying cry Flip the Script #2025, which turned fitness resolutions into a creator-led movement.
Global pitch. The identity was central to TikTok's global partnership pitch, and drew positive interest from Nike, Adidas and Gymshark.
Unlock
TikTok Fitness had to feel bigger than a campaign. It needed to position TikTok as the home of fitness culture, with an identity strong enough to stand alone and flexible enough to live inside TikTok's world.
The Idea
High-energy, creator-driven design that makes fitness fun, social and unstoppable.
Unlock
TikTok Fitness had to feel bigger than a campaign. It needed to position TikTok as the home of fitness culture, with an identity strong enough to stand alone and flexible enough to live inside TikTok's world.
The Idea
High-energy, creator-driven design that makes fitness fun, social and unstoppable.
Unlock
TikTok Fitness had to feel bigger than a campaign. It needed to position TikTok as the home of fitness culture, with an identity strong enough to stand alone and flexible enough to live inside TikTok's world.
The Idea
High-energy, creator-driven design that makes fitness fun, social and unstoppable.
Unleash
We pushed TikTok into new creative territory and kept it true to the core brand.
Comic book aesthetic
Built on the Flip the Script idea, the visual language uses dynamic panels, energetic type and punchy callouts. It channels the creator spirit, so TikTok Fitness feels like a movement of its own.
Unleash
We pushed TikTok into new creative territory and kept it true to the core brand.
Comic book aesthetic
Built on the Flip the Script idea, the visual language uses dynamic panels, energetic type and punchy callouts. It channels the creator spirit, so TikTok Fitness feels like a movement of its own.
Unleash
We pushed TikTok into new creative territory and kept it true to the core brand.
Comic book aesthetic
Built on the Flip the Script idea, the visual language uses dynamic panels, energetic type and punchy callouts. It channels the creator spirit, so TikTok Fitness feels like a movement of its own.
Colour system
We started from TikTok's palette and remixed it with high-energy contrasts, so the sub-brand stands out and still reads as TikTok.
Colour system
We started from TikTok's palette and remixed it with high-energy contrasts, so the sub-brand stands out and still reads as TikTok.
Colour system
We started from TikTok's palette and remixed it with high-energy contrasts, so the sub-brand stands out and still reads as TikTok.
Typography
TikTok's type system, reworked for impact. Headlines move with the pace and rhythm of creators in motion.
Typography
TikTok's type system, reworked for impact. Headlines move with the pace and rhythm of creators in motion.
Typography
TikTok's type system, reworked for impact. Headlines move with the pace and rhythm of creators in motion.
Digital assets
We applied the identity across the partnership pitch deck, social templates and campaign assets, so TikTok could show its fitness ambition to some of the world's biggest brands.
Digital assets
We applied the identity across the partnership pitch deck, social templates and campaign assets, so TikTok could show its fitness ambition to some of the world's biggest brands.
Digital assets
We applied the identity across the partnership pitch deck, social templates and campaign assets, so TikTok could show its fitness ambition to some of the world's biggest brands.
Launch
The identity sat at the centre of the global partnership pitch to brands including Nike, Adidas and Gymshark. The work was shelved when the company was sold, but it had already won traction with partners.
Launch
The identity sat at the centre of the global partnership pitch to brands including Nike, Adidas and Gymshark. The work was shelved when the company was sold, but it had already won traction with partners.
Launch
The identity sat at the centre of the global partnership pitch to brands including Nike, Adidas and Gymshark. The work was shelved when the company was sold, but it had already won traction with partners.