SCAD Pro: PYXERA Global
PYXERA Global approached our team with a challenge rooted in culture and commerce: position traditional Ghanaian Kente cloth for broader global appreciation, while maintaining its deep cultural heritage. The brief called for more than just a branding campaign — it asked for a cultural translation. The kind that honors legacy while introducing relevance.
Client
PYXERA Global
Category
BRAND STRATEGY // ART DIRECTION
We envisioned a campaign that elevated Kente not as a trend, but as a timeless icon — one that deserved a seat in global markets on its own terms. Our concept centered on "Woven Legacy," a positioning framework that emphasized the craftsmanship, symbolism, and living heritage of Kente, while opening the door for contemporary dialogue about African influence in fashion, art, and design.
As lead market researcher, I dug deep into the existing global perception of African textiles, identifying gaps in storytelling and opportunity spaces. We developed a narrative strategy rooted in authenticity, then translated that into a short-form campaign film. I co-directed and edited the video — intentionally shaping each scene to balance history with modernity. I also voiced the final narration, drawing on my own West African heritage to connect with the material in a way that felt honest, grounded, and proud.
Despite its rich visual language and centuries-old legacy, Kente cloth often risks being misrepresented or commodified in global fashion conversations. The challenge was to build a narrative that preserved its cultural depth while engaging new, respectful audiences — and to do so in a way that stakeholders could rally behind, both emotionally and strategically.
Through thorough research, emotional storytelling, and personal investment, we crafted a campaign that exceeded expectations. The final video — voiced, edited, and co-directed by me — became the centerpiece of PYXERA’s presentation to their stakeholders. It was more than a case for Kente’s place in the global market; it was a tribute to heritage, told through the eyes of someone who carries that legacy personally. The result was a campaign that honored the past, elevated the present, and invited the world to see Kente the way we do: as art, history, and future — all woven together.
