ELR: THE DESIGN LAB is proud to have our first guest for our “Celebrating Black Creatives” Series.
Join us as we interview black creatives from Africa and the Caribbean to find out how they get inspired from their rich culture to what advantages and disadvantages they face.

Our first guest is Dr. Kondwani Musonda Founder of She Studio and Brand Strategist from Zambia.
A practising medical doctor and brand and web designer for modern female-led businesses. Explore how a self-taught designer gets inspiration and how Zambia is headed in the graphic design industry.

Tell ELR: THE DESIGN LAB Blog readers where you are from.

I'm from Zambia, a country located in Africa.

Can you share some of your favourite local or regional influences that have inspired your graphic design ideas and style?

Oh wow, they are quite a number.

1. Tonic site shop

2. Wildflower design co

3. January made design.

4. Desiree Design Studio

What educational paths did you pursue to become a graphic designer, and how did your education shape your career?

I'm a doctor by profession and that’s a part of my life I enjoy living. It started as a childhood dream that I'm honoured to live because it enables me to help people from different walks of life. Other than that I’m passionate about dancing and love improving and making my home cosy. So cosy that I never ever want to leave because I strongly believe a home should be a haven and safe space.

What are you passionate about besides your work?

I haven't enrolled in any formal graphic design classes, but I've extensively studied graphic design through books, particularly focusing on works by Fiona Humberstone and Radim Malinic. Additionally, I completed a copywriting course called Copywriting for Creatives by Ashlyn Carter. To further enhance my skills in brand strategy and graphic design, I pursued two online courses: Strategy Simplified and Design with Purpose.

In your experience, how diverse and inclusive is the graphic design industry where you live? Are there initiatives to promote diversity in the field?

It’s pretty diverse and inclusive in my region though it’s not as robust as what I’ve wittinessed in the UK or United States. We have a lot of work to do if we have to level the playing field in the next 5 to 10 years.

What would be your dream project?

Wow, I have quite a number of dream projects. First on my list is a beauty skincare brand that will be going in full swing from brand strategy, brand identity design, web design and packaging. I’ve gotten to a place where I’m confident to work with any colour palette so I wouldn’t limit the project to neutral, boho, vintage etc

Are there any specific design trends or themes that you’ve noticed gaining popularity in the design scene recently?

Oh yeah. For starters, the neutral tones have taken over the industry like wildfire. I personally thought it would eventually fade but it’s here to stay despite witnessing the bold and playful trends coming and going. I think I can name the neutral/modern design trend the all-weather trend.

How do you see the future of graphic design evolving, considering technological advancements and changing consumer preferences?

I think design will continue getting more sophisticated as technology advances. Right now with the help of AI, you can do anything as a strategist and designer and let’s not forget how robust the Adobe suite tools are becoming. Slowly but surely animated graphics and logos are becoming more and more dominant. As a designer, this makes me so excited to see what will cook up in the future so that brands can stand out and leave a mark in this world.

Are there any organisations or networking groups in your region that you recommend for creatives looking to connect, collaborate, or find job opportunities in the industry?

In my region, I haven’t come across any but I do recommend a few international groups that I’m in like Designers Collective, The Copy Bar and the Brief Club. These groups are good for connecting, interacting, collaborating and learning though I must mention some are subscription-based.

How has social media played a role in promoting your work as a graphic designer from the Caribbean or Africa? Any tips for leveraging these platforms effectively?

It’s played a very very huge role. I think all the clients I’ve worked with found me on Instagram or made an inquiry after seeing my other clients showcase our work together. I highly recommend using social media like IG to grow a brand ( by consistently sharing your work) so that traffic can go to your website. Always look at your social media account as a portfolio that will help your target audience decide whether to work with you or not.

What’s the best piece of advice you have heard and repeat to others?

Done is better than perfect. As a recovering perfectionist, this helps me move the needle as I work through projects so that I work on time with a goal in mind. The OCD of having Perfect and clean designs still kicks in here and there but it doesn’t hinder me from getting the job done on time.

Have you encountered any challenges related to equal pay or fair compensation as a graphic designer in your region? How do you navigate such issues?

Oh yes, I have. My audience is mostly women from the United States and United Kingdom therefore my pricing is in dollars and pounds. Locally my pricing is sometimes referred to as too high because of the global exchange rate and that ends up being the barrier between my local clients and me till we reach a feasible agreement.

What’s next and where can people check out you and your work?

For now, my work is mostly on Instagram as I update my website. They can find me on IG @drkondwanimusonda

Selected works from She Studio

Celebrating Black Creatives: Dr. Kondwani Musonda