From moveable exhibitions to curating, nail art and illustration, this year’s cohort is a multifaceted representation of women visionaries conquering the design space on the African continent and abroad. Here, we speak to the design director at Sloom.
Tell us about your background briefly.
I have always been a creative at heart, and Graphic design was a natural route for me to follow. For several years I was working as a graphic designer both in-house, which exposed me to an array of marketing avenues, and at an agency connecting me with some well-known brands. During this time, I also shared my love for the arts lecturing in design and photography.
In 2016, my husband Rudo came up with the concept for Sloom, and naturally, I jumped onboard. In the evenings we side-hustled Sloom and officially launched it in 2017. While Rudo is strong in designing the technical parts of the product concept and business model, he needed my creativity to have a visually attractive product that could be presented with equally attractive marketing. By the beginning of 2020, Sloom had gained some good momentum and Rudo desperately needed more help; I joined him full-time as Design Director. Although my focus is the visual aspects, we both do what needs to be done, from finances to customer care, because we’re still a growing company.
What advice would you give a young emerging artist/curator/designer constantly facing barriers in an attempt to get their work recognized?
For me, I’d say it’s a process of firstly putting in the extra effort to deliver above and beyond. Push the boundaries of what’s expected. In school, we called it a pliggie, not a good connotation back then, but as an adult, I see the rewards from being exactly that. Plot twist! And secondly to build solid connections. Yes, that means you sometimes need to get away from your computer and actually speak to people. If your clients love your work and they love the way you treat them, chances are that they will return and also refer more clients to you.
What inspires your design approach?
Purpose! I always design with a purpose in mind. The who, what, and why needs to be clear, and if I know what those elements are, a story starts unfolding in my head and inspiration and ideas come alive.
How would you describe your design style?
I have quite a simplistic design style, especially when it comes to Sloom. The concept of the product is to simplify the buying process for the customer, and I wanted that to reflect in the designs as well. We want sleep to be a simple thing, a place where your body and mind can come to rest and forget about the business of life. My designs need to speak of that same purpose.
What are the most important aspects of your creative process?
Again, purpose! While I figure out the purpose of the design via the brief or research, the next steps start unfolding naturally. If the purpose isn’t clear the rest of the process is a struggle, which just doesn’t sit right and by the end you’re exhausted. But if the purpose is clear, inspiration can flow like a river and leave you exhilarated at the end.
