Tik Tok “¡Adelante!”
Visual Identity
 2023

Visual Identity for TikTok’s 2023 Hispanic Heritage Month Campaign. The titular phrase “Adelante” is one used to invite a guest into ones home. Likewise, this visual identity welcomes viewers by taking inspiration from the interiors of Latino homes. The identity spotlights ubiquitously Latino household items within perspective frames inspired by Latin America’s often overlooked history of modernist architecture. 

The wordmark designed for the campaign leverages the inverted exclamation marks unique to the Spanish language as a visual motif, while the typography draws inspiration from geometric letterforms seen across Latin America.

Client
Tik Tok

Design Director
Beatriz Lozano

Designers
Michelle Castellanos
Andrew Contreras-Aguirre
Humberto Ochoa
Fuller Design Studio

Photographer  
Virginia Lozano

Agency  

Akcelo














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