The Intersection of Art and Business: A Balancing Act for Lagos Designers

In the vibrant advertising space of Lagos, Nigeria, it's fascinating to see how most creatives (graphics designers) in the industry are self-taught and constantly learning on the job. This unique aspect of our creative community has allowed us to adapt quickly and stay at the forefront of the ever-evolving design landscape.

One of the most significant influences on our growth has been the tremendous impact of online learning platforms like Coursera, Udemy, Domestika, and the king of all YouTube. Countless hours spent watching tutorials from content creators worldwide have broadened our skills and perspectives. It's worth noting that many of these influential creators, such as The Futur, Spoon Graphics, Brad Frost, Dansky, Satori, and others, are predominantly white. Their valuable insights have shaped how we see and perceive design as Nigerians, blending global design principles with our rich cultural heritage.

However, as creatives, we often face a challenging contrast between what we learn from YouTube and the reality of our client's expectations. It's an ongoing journey to navigate the delicate balance between our artistic vision and the designs that actually sell products or generate leads. While we strive to create portfolio-worthy pieces that showcase our skills, we must also prioritize designs that resonate with our target audience and align with our client's business objectives.

To young designers entering the industry, I urge you to not only focus on developing your design skills but also invest in improving your communication and business acumen. Understanding the business side of design empowers us to see projects holistically, considering both the creative and strategic aspects. By developing strong communication and business skills, we can effectively convey our design decisions, collaborate more seamlessly with clients, and ultimately deliver successful campaigns.

Moreover, the relationship between a designer, driven by creativity, brand managers and product owners, thinking like marketers who want to sell, is crucial in the agency-client dynamic. It's a collaboration that demands open communication, mutual understanding, and a shared vision. Like my boss, Nkem Nwaturuocha will say, by bridging the gap between creativity and marketing objectives, we can create impactful campaigns that captivate audiences and drive business results.

As we continue shaping the design landscape in Nigeria and Africa at large, let's celebrate our journey of self-learning, honor the wisdom we've gained from global influencers, understand our unique market and target audience, and equip ourselves with effective communication and business skills. Together, we can strike the balance between artistic expression and commercial success, driving the advertising industry to new heights.


Let's redefine design and empower businesses, one project at a time!