David James Udoh is an art director and multidisciplinary designer based in Lagos, Nigeria. He works at the intersection of technology and art, building visual systems that speak directly to people. Through branding, typography, and community work, David continues to influence how African creativity is expressed and experienced.
From the start of a project, David asks clear questions: “What are we trying to shift? What emotion are we trying to evoke? Who exactly are we speaking to?” For him, design is not just about how something looks. “Design is more than decoration. Its direction,” he says. His focus is always on translating business goals into visuals that people can relate to.
In his work with OctaFX, he helped ground a global brand in a local context. “We didn’t just design assets; we crafted an experience that felt familiar, trustworthy, and present.” With Juicyway, a different kind of project, the aim was to create something new from scratch. “The design had to feel fresh, warm, and flow seamlessly like the product itself,” he explains. Every design choice—from colour to layout—was done with clear intention.
David believes great design does two things at once: “It translates the brand’s vision clearly, and it creates room for people to see themselves in it. If you miss either, it doesn’t land.”
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His thinking also shapes his open-source work. David contributed to two typefaces, Danfo and Tac, now available on Google Fonts. These fonts reflect Nigerian visual culture and bring African design into global digital spaces. “These weren’t just typefaces; they were visual expressions of how people speak, live, and identify,” he says. “If tools don’t reflect our realities, we slowly lose the ability to represent ourselves fully.”
That same motivation led to the creation of Caveat Emptor, his personal archive. It documents hand-painted signage, house numbers, and other forms of vernacular design in Nigerian public spaces. “These everyday designs say so much about who we are—our resourcefulness, humour, rhythm, and aesthetic instincts,” David explains. “They deserve to be seen, studied, and remembered.” Through this work, David sees design not just as a modern tool but as a record of cultural memory.
Beyond projects for brands and clients, David is also the co-founder of The Huddle, a monthly gathering for African designers. It began as a response to what he saw as a silence around the creative process. “In many creative spaces, we celebrate outcomes but rarely discuss the process,” he says. “We skip over the messy middle—the doubts, the drafts, the mistakes that taught us something.”
The Huddle encourages honest conversations among designers. “We created a space where African creatives could talk openly about how they make what they make, not just what they make,” David explains. The experience has changed how he approaches his own work. “It reminds me to slow down, to document more, to lead with empathy, and to treat design not just as output but as dialogue.”
Across his various roles—as a designer, archivist, and community organiser—David finds meaning in connection. “At the core of everything I do, whether I’m working on a commercial project, directing visuals for The Huddle, or archiving street signs, is the desire to connect with real people in meaningful ways.”
He also avoids separating personal from professional work. “My archive work feeds into how I think about cataloguing and project management. Conversations from The Huddle inform how I lead design direction. Everything flows into each other.” This approach helps him stay aligned and focused, even when working in different industries.
David stays grounded by asking the right questions. “Am I listening well? Am I honouring the context? Why does this matter to people?” These questions help him maintain a clear sense of purpose.
In addition to his design work, David enjoys music, sports, and travel. He often explores public spaces to observe how creativity shows up in everyday life. Whether he is working with a global brand, documenting a street corner, or hosting a conversation with fellow designers, David’s focus remains the same: “I want the work to mean something. I want to make something that feels true, resonates widely, and leaves room for whoever experiences it to be seen.”
