David Blackmoore is a jointly owned brand by creative directors Asaju Samuel and Asiafa Oghenefego, whose shared passion for fashion and cultural impact naturally led to the establishment of the brand in 2015.

David Blackmoore fully embodies the fashion excellence of the African Heritage that most of its design draws inspiration from. Celebrating the culture and forward thinking innovation that is uniquely African, David Blackmoore aims to revolutionise global fashion by standing as a paragon of culture and excellence, expertly blending creativity with timeless elegance to create designs that speak volumes through the echoes of time past and the projections of time to come. 

Davidblackmoore has established a strong brand reputation among fashion-forward youths across Africa and Globally. The primary challenge was translating that distinctive brand experience and aesthetic into a compelling digital experience that resonates with customers online.

As the main designer and art director, I handled:

Design: Created a modern website that works well on all devices.

Art Direction: Created a visual style that was strategic and aligned with the brand

I explored multiple art directions and visual style treatments to craft a hero page that strategically positions the db brand at the intersection of African creativity and global influence. This iterative process involved:

Researching contemporary African fashion movements and cultural narratives

Experimenting with various visual languages that balance authenticity with modern appeal

Testing different compositional approaches to create immediate visual impact

The resulting hero page design authentically reflects the brand's strategic vision: establishing itself as a leader in Africa's fashion and cultural export to global markets, while celebrating the continent's dynamic creative energy and heritage.

The art direction successfully depicts Davidblackmoore as a youthful, aspirational fashion brand that feels both locally authentic (African youth culture) and globally relevant (contemporary streetwear). It balances commercial functionality with artistic storytelling, creating an immersive brand experience that resonates with fashion-forward young consumers.

Here's how:

Visual Design: Strong brand consistency across the "LOVENOW" collection with vibrant, surf-inspired graphics

Typography: Bold typography mixing modern sans-serif fonts with playful, colorful brand elements

Photography: Lifestyle photography featuring silhouetted figures against dramatic landscapes

Animations: Added subtle animations that help guide users and draw attention to important things without being distracting.

The visual style and design language I crafted for the hero page served as a foundation for all subsequent sections of the website.

This systematic approach ensured visual cohesion and brand consistency across:

Product collection pages that showcase merchandise with editorial sophistication

Editorial and storytelling sections that highlight models wearing the brand

E-commerce functionality that maintains the premium aesthetic while optimizing conversion

- Samuel Asaju (Cofounder Davidblackmoore)

Collaborating with Davidblackmoore to develop their digital presence as an African fashion brand poised to transform the global fashion landscape was a great experience. It's incredibly rewarding to see how the website has helped propel the brand toward its vision of becoming a global luxury fashion powerhouse.

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