OXOSI
Launched a start-up luxury eCommerce platform, uniting content, commerce, and design. Portfolio View
5 minute read
FOUNDING MEMBER
Shaping Branding, Design, and User Experience
I’ve been with OXOSI since its inception, shaping the brand as an African luxury eCommerce start-up. My role spanned branding, marketing, sales, design, and editorial content, ensuring a cohesive and compelling identity.
As Product Manager & Digital Content Lead, I led the design, buying, and merchandising of the user-facing platform and consumer products. Collaborating with the creative director, marketing team, and engineers, I helped craft the eCommerce experience while overseeing product styling and presentation for editorial features and press coverage.
AFRICAN LUXURY MEETS THE WEB
This is the OX Homepage, where I led the product allocation for the featured editorial Bruna & The Serpent, ensuring that each item was strategically featured.
As a key contributor to the web design and layout, I played a pivotal role in shaping a clean, functional platform that captivates users through striking visuals and compelling content.
Content management was also critical; the homepage was designed to deepen user engagement with the OX brand, drawing them further into the experience.
This is the designer Story Profile Page, where I was responsible for uploading products to the back-end, curating and optimizing the images, and crafting the copy.
The brand’s voice was a key focus in this section. It was crucial that the designers we featured aligned with our aesthetic, and I ensured that the messaging reflected our authoritative yet playful tone, perfectly capturing the essence of our brand.
“We wanted to ensure that the designers we curated fit our aesthetic and thus had to speak to them in a way that matched our authoritative, tongue-in-cheek personality.”
The OX Magazine is a dynamic editorial hub featuring a curated online magazine with recurring series.
Notable features include Getting Dressed, a video series capturing the morning routines of African-born creatives, and Black Atlas, which explores diverse subcultures and emerging phenomena across the continent.
This is an OX Magazine Article showcasing products I personally merchandised and styled in-house.
Project management was crucial, as we strategically selected concepts to feature in the magazine section of the site. This involved meticulous planning and coordination across teams.
As the Product Manager & Digital Content Lead, I conceptualized, managed, and executed a key portion of the editorial content, curating the OX Magazine experience to align with our brand’s vision and narrative.
This is the Product Detail Page featuring apparel I merchandised and styled. I was also responsible for uploading and optimizing the product images, data, and metrics in the back-end to ensure seamless functionality.
The brand’s playful personality is on full display here through the curated styling. The eccentric sweater pairs perfectly with psychedelic shades, balanced by cropped trousers and zip-up boots, creating a bold yet cohesive look that speaks to our distinctive aesthetic.
I designed and launched the OX Private Label which seamlessly integrated digital content and product strategy. This affordable entry point enhanced brand visibility, drove sales, and provided customers with a great gifting option, ultimately increasing revenue.
PUTTING A FACE TO A NAME
As the Product Manager & Digital Content Lead, I played a key role in shaping the OX brand identity, particularly in how our products were presented to and perceived by our audience.
Below are images from photoshoots I spearheaded for editorial features and press coverage, showcasing the brand’s distinctive visual narrative.
FROM OUR STUDIO TO THE WORLD
Once the photoshoot is complete and the editorial images are finalized, they are prepared for press.
Below are images showcasing the press coverage generated from the work I led, highlighting the brand’s presence and impact.
“You can see the brand’s playful personality shine through in the curation and styling.”
THE EXPERIENCE OF A LIFETIME
Being a founding member of the incredible in-house OX team was a defining opportunity that laid the foundation for everything I do creatively today.
This experience reinforced the value of a strong, collaborative team and the importance of resourcefulness, especially when working with limited resources.
Through perseverance, hard work, and determination, we achieved our goals — traits I continue to carry with me and apply in every project I take on.