Dani Okafor

The Problem

A new independent jazz label needed a visual identity that could hold its own against major label design budgets while communicating something authentic — warmth, sophistication, and a lineage connected to the music. Generic modern minimalism wasn't going to cut it.

The Insight

Jazz has a visual vocabulary — album covers, poster art, the physical texture of vinyl sleeves — that streaming has largely erased. The insight was to go back to that vocabulary deliberately, not as nostalgia but as a position. In a world of algorithmically clean streaming art, handmade is a differentiator.

The Build

Developed a full brand system: wordmark, secondary type hierarchy, color palette, and a custom illustration style that referenced 1960s Blue Note album art updated with a contemporary edge. Delivered logo suite, brand guidelines document, social templates, and a set of 6 original album art illustrations for the launch catalog.

The Outcome

The Problem

A direct-to-consumer supplement startup was launching a new product line and needed social video content that could perform across Instagram, TikTok, and YouTube Shorts — three platforms with different aspect ratios, attention spans, and aesthetic expectations.

The Insight

Most brands solve this by making one hero video and cropping it. That approach always looks like an afterthought on at least two of the three platforms. The better approach is to design for the shortest format first — if it works in 9 seconds vertical, it works everywhere.

The Build

Designed a kinetic typography system using the brand's existing color palette and a custom type treatment. Built master animations in After Effects, then adapted into 3 aspect ratios and 4 length variants — 6s, 9s, 15s, 30s. Delivered 24 final files covering all platform and placement combinations.

The Outcome

The Problem

After leaving a studio job, Dani had strong skills, a decent portfolio, and almost no clients. Freelancing in the creative industry is competitive, referral-driven, and opaque about pricing — a difficult combination for someone starting from scratch.

The Insight

The freelance creative market rewards specialization over generality, and relationships over cold outreach. The fastest path to a full client roster isn't a website. It's being extremely good at something specific and making it easy for past collaborators to refer you.

The Build

Spent the first six months focused on one niche: brand identity for early-stage startups. Said no to every project that wasn't that. Built a tight portfolio of 8 case studies showing the same kind of work done well. Reached out to every former colleague with a clear, specific ask rather than a general 'let me know if you need design work.'

The Outcome