yolar
Architecting a 360° Lifestyle Brand: From Digital Publication to Multi-Hub Travel Community
Chapter 1
The Vision: More than a Magazine
YOLAR launched in 2017 as a digital travel webzine. As the Creative Director, I built the brand from the ground up, crafting a visual identity that felt like a premium global brand but spoke with a local heart. Within two years, our webzine transitioned from a content platform into a lifestyle authority. However, we also noticed a trend within the first 18 months, our data revealed a shift: our audience (Ages 20–40) was tired of being spectators. They didn’t want more travel articles; they wanted the “boarding pass.” They didn’t just want to read about the world, they wanted to see it.
The Challenge: In a developing economy, the barrier to travel isn’t just interest, it’s the crushing cost and logistics. Traditional agencies were too expensive, and solo travel was too daunting.
Role
- Brand Design Leadership & Management
- Web Design and Art Direction
- Creative Program Management
- Digital Experience Strategy
- Community Management
Chapter 2
THE STRATEGIC PIVOT: "THE YOLAR TRIBE"
Through user sentiment analysis, I identified a critical pain point: Travel was a desire, but price was a barrier. In a developing economy, traditional travel agencies were a luxury few could afford.
I engineered a transition from a content-only model to a Community-as-a-Service (CaaS) framework. I conceptualized YOLAR Tribe, a product with a disruptive value proposition: “Travel with friends, enjoy the thrills, split the bills.” By removing agency markups and leveraging the power of the collective, we democratized adventure.
My Strategic Framework:
The Hub Model: I designed a decentralized management system that allowed us to scale from one city (Lagos) to five national hubs within 24 months.
The Product Ecosystem: I acted as Product Manager for our bespoke community platform, bridging the gap between a digital “social network” and a physical “travel agency.”
Financial Innovation: Developed a “No-Fee” logistical model that relied on group-negotiated rates, making YOLAR the most cost-effective way to explore the continent.
Chapter 3
THE MULTI-HYPHENATE ECOSYSTEM
A brand is not a logo; it’s an experience. To sustain the “Tribe,” I directed a series of sub-products that kept the community engaged between trips, effectively turning YOLAR into a 360° lifestyle ecosystem:
The Platform
I acted as Product Manager and UI/UX Designer for our bespoke online community platform, ensuring the digital interface matched the physical “vibe” of our trips.
Experiences
YOLAR Podcast: Architected a weekly business/lifestyle show. I managed the production of segments like ‘The Briefcase’ (professional growth) and ‘Cold Brew’ (raw culture).
YOLAR Expert Series (YES): I curated online mentorship sessions, pairing our community with industry leaders to foster entrepreneurial growth.
Shop Aquila: Shipped a minimalist athleisure line, bridging the gap between the digital brand and physical merchandise.
You Talk Hangouts: Designed “edgy yet heartwarming” physical events that maintained brand loyalty and reduced churn.
Revenue Diversification
To keep the ecosystem thriving, I launched a series of initiatives such as The Love Token () a coI launched the YOLAR Podcast (achieving 10k+ monthly downloads) and the YOLAR Expert Series (YES), bridge-building between our community and industry titans.
“We didn’t just build a travel group; we built a social infrastructure. My role was to ensure that whether someone was listening to our ‘Cold Brew’ podcast segment or hiking a mountain in a different state, the YOLAR DNA was unmistakable.”
Chapter 4
The Design Language: Crafting the Aesthetic
Strategy informs, but Design delights. While managing the program, I remained the primary design lead. My goal was to ensure that every touchpoint—from the mobile UI to a social media flyer—felt cohesive and high-end. While my focus was strategic leadership, my “secret weapon” remained my hands-on design expertise.
Web Design & UI/UX Design: A high-conversion, mobile-first platform that handled bookings and community forums.
Product Design: Developed the concept for Shop Aquila, an athleisure line designed to bridge the gap between “adventure” and “streetwear.”
Experiential Design: Curating the “You Talk Hangouts”—edgy, high-production-value physical events that fostered deep brand loyalty.
- Creative Direction: Curated the aesthetic for all events, ensuring “Instagrammability” was baked into the physical logistics, which fueled our viral growth.
Chapter 5
The Sunset & Reflections
In March 2022, after five years of high-velocity growth, YOLAR was sunset. This project remains my masterclass in Experience Design. It taught me how to lead cross-functional teams, manage complex logistics in volatile markets, and—most importantly—how to turn a digital audience into a living, breathing movement.
Scale: Expanded from 1 to 5 operational hubs across the country.
Growth: Achieved a 300% increase in community membership within the first two years of the Tribe launch.
- Retention: Maintained an 65% repeat-traveler rate, a testament to the community-first experience design.
Brand Equity: Recognized as a leading lifestyle voice for Nigerian millennials/Gen-Z.
Key Competencies Demonstrated
Strategy & Leadership
- Program Lifecycle Management
- Cross-functional Team Lead
- Stakeholder Management
Creative & Design
- Brand Identity & Visual Systems
- UI/UX & Web Development
- Editorial & Creative Direction
Product & Growth
- CaaS Business Modeling
- Community Architecture
- Content Strategy & Podcasting
Simply unprecedented!
