25/04/2022
Insight

Who the hell is Tobi Arawole? 

We only work with cool people. And we thought it was time to share some of their thoughts with the world, so we’re chatting with members of the DixonBaxi studio about what makes them who they are. Introducing Tobi, a brand strategist who knows just as much about cooking and fragrances as she does strategy. This is what we got up to:

Who are you and what do you do?
I am Oluwatobiloba Josephine Oluwamayowa Arawole, a.k.a Tobi, and I am a food-loving brand strategist.

What’s your story?
That’s a very big question, my story is not complete so let’s say it is still being written. 

What are you working on right now?
I’m developing a brand strategy, so the core ideas and beliefs that the brand will be built on. 

“The moment you remember what you went upstairs to get, it’s usually a charger, that second of clarity, direction, peace of mind and anticipation – that’s good design.”

Describe your working style in 3 words.
Intuitive, expressive, vocal. 

Tell us about some of your interests – what are you into?
Well, aside from food, music (I write). I love blues, soul and some Max Richter (look him up he’s great). I love languages, culture and travelling. Finally, I really enjoy history, specifically history about Africa that we don’t see enough of.

Do you think design can change the world? How?
Yes! People are mobilised by dreams, aspiration, love, fear (and so on), and design contextualises and visualises all of these things, making it possible to hope, dream and become. 

If you could change one thing about the world, what would it be?
Just one? I would eliminate the concept of geographic borders. 

What’s the last song you listened to?
Professional by Gabriels (great chuuunneee). 

Why do you do what you do? What motivates you?
I am motivated by the opportunity to design a better space for people back home (in Nigeria and Africa) to be great.

What’s your definition of good design?
The moment you remember what you went upstairs to get, it’s usually a charger, that second of clarity, direction, peace of mind and anticipation – that’s good design.