6+ years shaping brandsBase and CoinbasePaystackTermiiFCMBMoniepoint

Fadare Ademilade Tobi, photographed outdoors in Lagos

Fadare Ademilade Tobi — Brand Designer, Creative Director, AI-Native Designer

Tobi Fadare

Tobi Fadare

Senior Brand Designer & AI-Native Art Director

I work across brand systems, campaigns, motion and AI-native product storytelling — shaping how a company looks, moves and sounds.

6+ Years · Brand · AI · Motion

View Selected Work

My CoreStrengths

  • AI-enhanced Design & Video Workflows

  • Creative Systems & Consistency

  • Short-form Video & Motion

  • Story-driven Campaigns

  • Brand Identity & Visual Direction

Brands I've Assisted

Selected work

A selection of brand systems, campaigns, motion and creative direction.

How I work

Strategy first.Systems next.AI where it earns its place.

I work from first principles: understand the problem, define the system, explore quickly, then ship with intent. AI accelerates the loop; judgment sets the standard.

  1. Frame the problem

    I start with the business goal, audience, constraints and evidence. The aim is to find the decision that unlocks everything else.

  2. Build the system

    I define the narrative and visual logic — hierarchy, type, colour, grid, interaction and motion — so the work can stay coherent as it grows.

  3. Explore, prototype, test

    I move between design, motion, prototypes and AI-assisted exploration to test possibilities early.

    Speed creates options.Judgment decides what survives.

  4. Ship, learn, refine

    I work through implementation, handoff and creative QA until the idea holds up in the real world. Then I use what we learn to make the system better.

Capabilities & Tools

Think

  • Creative Direction
  • Research
  • Positioning
  • Visual Systems

Design

  • Figma
  • Illustrator
  • Photoshop
  • Framer

Motion

  • After Effects
  • Premiere Pro
  • GSAP

Build

  • Next.js
  • React
  • Tailwind CSS
  • Vercel

AI Workflow

  • ChatGPT
  • Claude
  • Adobe Firefly
  • Rapid Prototyping

AI for speed. Judgment for quality.

Experience

Six-plus years of brand, campaign and motion work across fintech, communications and blockchain; the last three leading creative.

  • Shaped the visual direction for Base across Southern and Eastern Africa, leading a distributed Pan-African design team on campaigns, activations, hackathons and ecosystem programmes. Kept the brand consistent across regions while adapting the work to local context.

    Creative DirectionCampaignsAI Video