Logo Designer • Creative Director • Brand Systems

Children of God
Fashion Film + Sustainable Collection Launch

CHILDREN OF GOD

Led the end-to-end creation of REKANA’s first sustainable collection and debut fashion film, transforming a fashion release into a multi-platform storytelling experience.

DELIVERABLES

NEW REDS

Collection Design • Textile Development • Fashion Film • Campaign Art Direction • Fashion Show • PR & Media Distribution • Brand Storytelling

The Opportunity

REKANA was transitioning from conventional fashion production into a more sustainable and ethically conscious brand. We wanted to introduce our first collection produced with hand-dyed fabrics while telling a deeper story about compassion, inclusion, faith, and community.

Before
Before
STORY

Before

A one-stop unisex concept store and retail hub for discovering emerging fashion designers, local artisans and lifestyle brands from across Nigeria.

The brand had an established visual presence but lacked a cohesive system capable of supporting expansion into new ventures and experiences.

The objective was to modernize the brand identity, create a scalable logo system, establish consistency across ventures, develop recognizable sub-brand extensions, and build a visual language suitable for editorial, retail, and experiential branding.

Creative Direction

Moodboard

Rather than completely replacing the existing identity, the approach focused on evolving recognizable brand elements into a cleaner and more scalable visual system.

The redesign preserved the brand’s bold red-and-black visual language while introducing:
– refined typography
– stronger hierarchy
– improved flexibility
– modular extensions for future ventures

The result was a system capable of supporting retail, editorial, and experiential applications while maintaining familiarity with the original audience.

Brand System Expansion

Venture Expansions

To support the company’s expansion into new creative ventures, I developed sub-brand identities that maintained visual consistency while allowing each experience to have its own personality.

Visual Identity System

Brand Architecture

RED LINE
Diffusion line / Product Extension

RED EDIT
Editorial Magazine & Publishing

RED SUMMER
Experiential Events

Experience & Applications

Results & Impact

BUSINESS GROWTH + BRAND EXPANSION

ELANRED evolved from a fashion retail store into a recognizable lifestyle and fashion brand within the Lagos creative and fashion ecosystem.

The brand expanded beyond traditional retail by creating:

  • Seasonal fashion campaigns
  • Editorial content
  • Experiential events
  • Community-driven activations
  • A proprietary fashion line (RED)

This allowed the business to generate awareness through both product sales and brand experiences.

BRAND VISIBILITY & MEDIA COVERAGE

The brand successfully secured coverage from major African media platforms, increasing awareness and cultural relevance.

Featured publications included:

  • Pulse Nigeria
  • Netng
  • Multiple fashion and entertainment blogs

Media attention amplified the reach of the RED Summer campaign and positioned ELANRED as more than a retail destination.

Launch of Proprietary Product Line

The introduction of the in-house fashion label, RED, marked a strategic expansion from retailer to brand owner.
This transition increased brand equity, created exclusive product offerings, strengthened customer loyalty and established a unique market position.

EXPERIENTIAL RETAIL STRATEGY

RED Summer became an annual brand experience rather than a conventional sales campaign.

The activation combined:

  • Fashion
  • Culture
  • Music
  • Community
  • Shopping experiences

This transformed customer engagement from transactional interactions into memorable brand experiences.

BRAND VISIBILITY & MEDIA COVERAGE

Community & Industry Positioning

The event attracted:

  • Fashion influencers
  • Media personalities
  • Creatives
  • Industry professionals
  • Style-conscious consumers

Notable attendees and media mentions helped strengthen ELANRED’s position within the Lagos fashion ecosystem.

EXPERIENTIAL RETAIL STRATEGY

The visual identity system expanded beyond retail applications into:

  • Editorial design
  • Event branding
  • Campaign assets
  • Environmental graphics
  • Digital marketing
  • Magazine publishing (RED Edit)

The flexible red-and-black identity system created a cohesive brand experience across multiple touchpoints.

LONG-TERM BRAND EQUITY

By developing a recognizable visual language and recurring brand experiences, ELANRED built a foundation for long-term growth beyond a single store location.

The project transformed the brand from:

Fashion Retail Store
→ Fashion Brand
→ Lifestyle Platform
→ Creative & Cultural Community

Key Outcomes

✓ Launch of in-house label RED LINE

✓ Multiple years of RED EDIT publications

✓ National media coverage

✓ Stronger brand recognition

✓ Expanded customer engagement

✓ Increased cultural relevance within the Nigerian fashion industry

✓ Scalable identity system across retail, editorial, events, and digital platforms

"I preserved the recognizable red-and-black DNA and the iconic “A” while transforming a local retail store into a scalable lifestyle brand capable of supporting multiple ventures."