Uzo Njoku on Intentional Creativity

by | May 7, 2023

How and when did your brand and creative journey come to life?

I would say in 2020 during Covid. I had nothing else to do but put everything into my brand. That period in time was perfect for that situation, because everyone was stuck at home and itching to improve their space.

Tell us about your artistic practice

Artist block is not a familiar feeling. It is also something I don’t allow for as my time is of the essence. My dynamic way of working means that I switch between different materials and mediums comfortably and with intent. Each process employed informs each of my creative endeavours. When I can’t or don’t want to paint, I tuft rugs, sew, or make patterns. Individual outcomes then reappear in the larger and more finalized artworks. My symbols and motifs reoccur; the ideas come full circle. In this case, my work has the familiar distinction that a cohesive brand would. Once accustomed to my signature style, one would recognise my artwork in any context.

What have been some career highlights so far?

I did a really fun collaboration with YSL Beauty, Tommy Hilfiger, and Apple Music. But I think my claim to fame (well in my best friend’s eyes) is my brand being featured on

What inspires you?

I am doing what I love as my career. That is all the push I need to be happy. Happiness is the key to inspiration, with the help of Pinterest.

Tell us about the collection. What inspired these patterns?

I really like highlighting black joy in my art. I wanted detailed figurative patterns that added to a space while putting a smile on the viewers.

Who’s been an inspiration to your creative growth, and why?

One of my art heroes is Njideka Akunyili Crosby. Her artistic journey encouraged me to transfer courses in undergrad.

What is your advice for someone trying DIY wallpaper?
Breathe, get a ladder, and another set of hands involved. It’s actually a fun bonding experience. Plus, it makes the job easier.
What would your advice be to your younger self, knowing what you know now about your career and journey? And to anyone else who is starting out as a creative?

Put money aside for taxes! Jk. But when you sit down and create a plan for a dream, it stops being a dream and becomes a goal.