While developing the visual identity for The Blackening, I shaped an art direction system rooted in the intersection of Afrofuturism and early 90s Black culture. The opportunity was to create a brand world that felt bold, cinematic and culturally resonant, balancing the warmth of nostalgia with a more future-facing sense of imagination.

The creative direction drew from the graphic energy, music culture, fashion, colour and attitude of the early 90s, layered with Afrofuturist references that gave the identity a more expansive and speculative quality. This became a strategic lens for building atmosphere, tone and visual consistency, ensuring the brand world felt expressive rather than decorative.

Across identity development, moodboarding, visual storytelling and brand guideline creation, the project translated cultural reference into a cohesive creative system. The final direction created a distinctive foundation for the brand, balancing memory, attitude and imagination in a way that felt intentional, ownable and emotionally resonant.