02 / PERSON / The Creative Nomad
I’m Joshua Adedotun Obi, a Brand & Systems Designer working across digital products, AI workflows, and creative technology. With seven years of experience, I combine strategy, visual design, interface thinking, and structured experimentation to help ideas become clearer, more useful, and easier to scale.
Through XAI, my design studio, I help businesses go beyond aesthetics. I follow the idea across disciplines, then build the visual language, digital experience or workflow it needs.
Get in touch
A way of seeing
I’m a child in the playground when I design. I’m curious, open, and ready to explore whatever catches my eye. There’s a joy to trying things, to pushing limits, to letting instinct lead the way.
But there’s also a kind of precision to it. I’ll spend hours fine-tuning details most people might never notice, not for perfection’s sake, but because I care how things feel. Sometimes I’m deep in the weeds like a mad scientist, chasing a vision only I can see. Other times, I step back like a creative director, guiding others toward clarity with a sharp eye and a strong sense of purpose.
For me, design is less about tools and trends, and more about rhythm, emotion, and resonance. I see, I think, I imagine, I build, and every time, it’s a little different. But the goal stays the same: work that holds meaning. Work that lives.
Founder / Design Studio
My design studio, where brand strategy, visual systems and digital experiences meet. Most of my independent professional practice has operated through XAI, from identity development to digital platforms and creative technology.
Brand, Digital & Systems Design
Brand, digital, and systems design for Baron Architecture, including the website, visual system, investor communications, and repeatable content workflows. Translating a loosely defined brand into a clearer platform for growth and communication.
Brand & Systems Designer
Developed ECAD Design Architects’ digital brand direction and website experience, translating the approved identity, research, and stylescape into a cohesive system of typography, colour, patterns, layout, and visual storytelling. Led the design refinement process while balancing brand strategy, usability, and stakeholder feedback.
Brand Designer & Consultant
Designed the brand and digital product foundation for a food-commerce startup connecting farmers, vendors, and customers. Shaped the website, CMS, user touchpoints, messaging, and design system to make food shopping clearer, more accessible, and easier to scale.
Creative Director
Led strategy and design for a faith-based reflection card game. Built a structured multi-tier card system, packaging architecture, visual identity, and user experience that made the product feel intuitive, warm, and emotionally engaging.
University of Lagos, Nigeria
2021 / Second Class UpperBotany developed a systems-oriented way of observing relationships, patterns, and structure. I now apply that thinking to digital products, visual systems, and creative technology workflows.
Foundations of UX Design / Google & Coursera / 2023
AI & Automation / TS Academy / Jan–May 2026
04 / The next conversation
Looking to start a project or need a consultation? Feel free to contact me.
Let’s talk[email protected]