OSIONE ITEGBOJE
Chief Creative Officer at Light Design Studio where I'm shaping global brands in culture, marketing, and public life. I work across brand, campaigns, systems, and institutions, helping organisations scale without losing meaning.
PUMA & LACOSTE NIGERIA
Global brand stewardship & market localisation
Context: Global sportswear and premium brands entering a fast-growing, culturally complex market with high reputational risk and strict global brand governance.
My Role: Creative Director and cultural liaison, working between local teams and global headquarters.
Approach: I focused on translating global brand systems into locally credible executions without dilution. This meant building clear playbooks, aligning retail, digital, and campaign work, and creating feedback loops between Nigeria and global HQs.
Outcome: Supported expansion across 15+ retail locations. Served 20m+ consumers. Protected brand equity while enabling local relevance.
Reflection: Localisation isn’t about adapting visuals, it’s about translating intent.
ARTS ALULA / RIYADH METRO
Creativity embedded in public infrastructure
Context: Public art and design within national cultural policy and infrastructure.
My Role: Curator and creative programme lead.
Approach: I aligned designers, institutions, and government stakeholders around shared intent, balancing artistic ambition with civic responsibility.
Outcome: Permanent public works. Proposals spanning a 30-station metro system. Creative frameworks aligned with long-term place-making.
Reflection: When creativity enters public space, it must earn trust.
ART X LAGOS
Creative direction for a global cultural platform
Context: Building an international art fair from Lagos with long-term credibility.
My Role: Art Director and creative steward over four editions.
Approach: I designed a modular visual system that could evolve year to year while remaining recognisable. The focus was consistency, restraint, and clarity across digital, print, and spatial touchpoints.
Outcome: 50,000+ in-person visitors. 6m+ global reach. A visual identity that continues beyond my tenure.
Reflection: Cultural trust is built through repetition, not reinvention.
THIS IS US
Founder-led brand built from research
Context: A fashion and lifestyle brand born from ethnographic research into cotton and heritage crafts & production.
My Role: Co-founder and Artistic Director.
Approach: My partner and I built the brand from the ground up, product, identity, narrative, and experience, treating culture as infrastructure rather than inspiration.
Outcome: Global distribution and pop-ups. International press and recognition. A long-term, values-driven brand system.
Reflection: Brands last when they are built from meaning, not trends.
COUNTAM / JAM
Brand and product systems for digital platforms
Context: Digital tools designed to support financial visibility and creative ecosystems.
My Role: Brand and product direction.
Approach: I focused on clarity and trust, building identities and interfaces that respected user context and reduced cognitive load.
Outcome: Clear brand systems. Practical, usable products. Strong early adoption and feedback.
Reflection: Good design removes anxiety before it adds features.
Selected clients:
Puma, Lacoste, Schweppes, World Bank, UKAID, Arts AlUla