David Blackmoore: Fashion e commerce for an African brand going global
David Blackmoore is a fashion brand jointly owned by creative directors Asaju Samuel and Asiafa Oghenefego, whose shared passion for fashion and cultural impact led to the brand's establishment in 2015. Its designs draw on African heritage, celebrating uniquely African culture and forward thinking innovation, and blending creativity with timeless elegance.
The brand had built a strong reputation among fashion forward youths across Africa and globally. The challenge was translating that distinctive brand experience and aesthetic into a digital experience that resonates with customers online. As designer, developer, and art director, I built the e commerce website end to end.
Hero page exploration
I explored multiple art directions and visual treatments to craft a hero page that strategically positions the brand. The iterative process involved researching contemporary African fashion movements and cultural narratives, experimenting with visual languages that balance authenticity with modern appeal, and testing compositional approaches for immediate visual impact.
The resulting direction depicts David Blackmoore as a youthful, aspirational brand that feels both locally authentic and globally relevant: bold typography mixing modern sans serifs with playful, colorful brand elements; lifestyle photography featuring silhouetted figures against dramatic landscapes; and subtle animations that guide attention without distracting.
