Creative Designer
LAGOS
Brand identity and visual system for Davido Music Worldwide
category
Branding
type
Art Direction, Brand Identity, Visual Design
Deliverable
Brand Identity
DMW, Davido Music Worldwide, is one of the most culturally significant record labels in Africa, home to artists including Mayorkun, Peruzzi, and Dremo, and built around Grammy-nominated artist Davido. As the label entered a new chapter, rebranded internally as DMW 2.0, it needed an identity that could match its global ambitions: modern, iconic, and built to move across music, fashion, film, and technology.
The project was commissioned through The BFA Agency, with Aaron Olubowale (AyoTheVillain) as lead designer and Samuel Adeboye handling animation.
Rather than build a generic music label identity, the design rooted itself in Davido's personal iconography. Three cultural reference points anchored the visual language: the crown (authority and leadership), Davido's facial structure (rendered as a low-poly geometric mask), and the 30BG chain (representing the crew and lifestyle synonymous with the brand). These were not decorative choices; they were built into the grid-constructed logo from the ground up.
The wordmark, DMW, was custom-drawn using sharp angular geometry to echo the aggression and confidence of the music while remaining clean enough for business applications. The process included hand-sketched portrait hatchings and structural sketches before any digital refinement, grounding the final mark in genuine craft.
The brand personality was defined as: innovative, creative, excellent, modern, timeless. The palette ran black, white, and gold across all applications, keeping the identity premium across every touchpoint.
