Graphic design has been practised with western influence for years, barring many from seeing the potential that lies in African colours, textures and patterns, a narrative Fungi Dube wants to change through her work.

 Historically, the African narrative has been misconstrued on various scales and the onus is on us to tell these stories as accurately as possible in our work. African expressionism is seen through music, photography, film, illustration and fine art. But graphic design seems to be lagging behind. Dube believes that culturally intelligent design facilitates broader conversations and also allows for there to be more education and awareness around different cultural practices and their significance. For this reason, the more we have brands expressing their Africanism in an enlightened and fresh way, the more we can build on more Afro-positive sentiments out there.

AMAKA: How did you find your space in the creative industry after transitioning from the science world and what has life been like as a creative entrepreneur?

Fungi Dube: I have always had creative inclinations from childhood, however, fully tapping into it was purely circumstantial. I decided to teach myself a new skill to curb the frustration of job hunting after graduating. Five months into my self-learning journey, I eventually landed a formal job in the education sector but the design bug had bit me! So, I would continue learning to design and use Adobe software after work. A year later, I landed my first paying and corporate client. I have since become a full-time creative entrepreneur and celebrated my one year anniversary recently. 

I will be candid and say, I never really knew which space I wanted to take up in the creative industry. I designed anything and everything but I got to a point of sheer exhaustion and unfulfillment as it felt as though I was not taking time out to tell more intentional and targeted stories. Then I found Afrikan ALphabets by Prof Saki Mafundikwa , which opened my mind to new possibilities, and more so to the fact that graphic design can actually shift from the external impositions. I had a light bulb moment, I wanted to house my work in a space that allows me to be able to lean into the profound nuances that are embedded in African culture. I wanted to use patterns, colours and textures as a means of global and visual communication. 

What’s your advise to anyone, in particular, women who want to transition from one industry to another like you did? 

Preparedness and planning definitely go a long way when you are considering making a career pivot. I would say:

1) Start with the why? Figure out if the career move will be more fulfilling for you and why you want to do it. In other words, what problem is it solving?

2) Get clear on the ‘what.’ What does my new career path look like and what risks are involved? 

3) What do I need? Consider all the things that allow you to work effectively from wifi to stationery. 

4) What is my plan of action? Set your S.M.A.R.T goals and the plan of execution. 

5) How do I track my effort? Research on the tools/resources you can use to track your progress. 

6) How do I shift my brand? Figure out which platforms work best for your brand positioning. 

Additionally before you start, save part of your salary, this will ensure you can self-sustain once you break into entrepreneurship. Be consistent, work hard, work smart. Remember that every failure is a lesson, use it to be better and knock on those doors, rejection is part of the package. 

Starting off as a creative can be tricky, especially when it comes to pricing your services. How did you build your confidence and put value on your work?

In the beginning I had no idea how the industry worked, so I voluntarily offered my services. It was only after a friend offered to pay me that it clicked! I could actually charge for my designs? What? Mind blown! I eventually started charging $35 for a logo. When I realised my work was an in-depth analytical and intellectual process, I started to read more on the business of design. I became more savvy and a lot more confident in my work. I gradually started to raise my price, streamline my client acquisition and onboarding process, tighten my internal business systems all whilst also increasing my value offering to my clients. Given that my work now is highly specialised and I have taken the necessary steps towards upskilling as well, I’m now in a position where I can command a higher price.

Entrepreneurship is what puts food on the table, how do you make sure the work keeps coming in? 

I absolutely love this question!

1) Having a brand strategy in place helps you focus on your target audience. This is your guide on how to appeal to them, where to find them and how to keep them.

2) Learn how to sell. Seth Godin, in his book, This Is Marketing, talks about how we cannot be seen unless we learn how to see. Consistently showcasing your work allows you to build an impactful digital footprint over time and this is what drives consistent sales as more people get exposed to and/or come to the knowledge of your work. 

How has social media aided your growth and how do you suggest people use these platforms to grow?

The beauty of building a strong online persona is that your geographical location ceases to matter. Be intentional about what you post, where you post it and how you post it. The easiest way to break it down is that you have to be able to manage your P.I.E – which stands for:

1) Performance – Are you delivering quality work, consistently?

2) Image – Do you look and sound professional? Don’t neglect showing a little personality too; human beings are emotive and just as much as they buy a service; they also buy into people!

3) Exposure – Is your work actually visible? Do you post your work? What will come up if anyone does a Google Search of you?

You designed the Tii brand, talk us through your creative process?

1) My creative process is predominantly research-based. I look for African based inspiration for my projects in places like published scholarly articles, video documentaries, art exhibitions, craft markets, roadside vendors, books and even through conversation.

2) Once I have gathered all my materials I then establish how best to relay them, for example, illustration, pattern making or interesting compositions.

This was no different for Tii. I read a few scholarly articles and discovered that the San, the first inhabitants of Southern Africa, through their extensive foraging and hunter-gathering skills, are accounted to have been the first to have discovered the medicinal properties of the Aspalathus linearis plant – what is more commonly known as rooibos today. It was so important to me to reimagine the way that rooibos tea has been packaged over the centuries by honouring the San, their amazing discovery and celebrating another well-known form of their creative expression, rock art. I did this through an illustrated tea packaging design and an intentionally raw wordmark to pay homage to their simplified yet beautiful and spiritual artistic expressions.

What do you think can be done to help women within the design industry, especially young girls who are still trying to figure out their future?

 We need to build more communities because access is the greatest resource we can provide. For instance, women founded organisations such as Geneza School of Design, The Female Designer Movement and Ingressive for Good offer scholarships and mentorships for African women and girls to get started in brand and product design. The more we build and converse, the further we are able to reach women and girls who have aspirations to pave a way and build wholesome careers in design.

What can we expect from Fungi Dube in the near future?

I recently decided to upskill and learn Webflow so I could build my own portfolio website. This came out of my desire to contribute towards building more culturally-inclined websites whilst also increasing my income stream. 

I also plan to write books and design aids to contribute towards the goal of documentation of African Design and African Design Systems as a whole. I have ambitions of introducing novel ways in which African designers will be able to access code-appropriate design education and learn primarily through an African lens.