core design brief
Reimagining Futures: A Visual Campaign Celebrating South African Women of colour in Afrofuturism
bACKGROUND
(context)
South African women of colour are underrepresented in Afrofuturist spaces, with local voices being overshadowed by global or diasporic perspectives. This lack of visibility limits the documentation and celebration of distinct South African creativity, particularly through the lenses of gender and cultural identity.
My research highlights that these women contribute richly to Afrofuturist design through tradition reinterpretation, speculative storytelling, and cultural symbolism. The challenge is to elevate their influence and reframe Afrofuturism through a distinctly South African lens.
The philosophy behind this work is captured by the Black feminist author and critic, Bell Hooks:
"To be truly visionary we have to root our imagination in our concrete reality while simultaneously imagining possibilities beyond that reality."
DESIGN
INTERVENTION AIM
(what)
This campaign aims to increase the visibility, influence, and creative authority of South African women of colour in Afrofuturism. It seeks to change public perception by showing how women are redefining African futures through visual storytelling, design, and art. The campaign uses striking visual communication to inspire pride, representation, and recognition. It encourages audiences to reimagine Afrofuturism as a living South African narrative rooted in identity, resilience, and imagination, rather than as a borrowed aesthetic.
OBJECTIVES
(what)
• Develop a cohesive multi-media campaign identity that visually represents unity and collective representation among South African women of colour in Afrofuturism.
• Design and implement an awareness campaign to educate audiences, especially in the South African creative industry and higher education, about the role and contributions of women of colour in Afrofuturism.
• Facilitate audience engagement through curated digital and print materials that encourage reflection, participation, and dialogue on representation in future-oriented creative spaces.
• Translate qualitative research insights into compelling visual narratives that bridge the gap between academic research and public understanding.
TARGET AUDIENCE
(who)
4.1 Demographics:
Primary Audience:
South African women aged 18–35, particularly those studying or working in creative fields such as design, fashion, media, and visual arts.
Secondary Audience:
The broader public, including educators, institutions, and creative agencies that influence cultural discourse.
Based mainly in urban creative hubs (Cape Town, Johannesburg), middle-income, digitally active, and highly engaged in local art and culture scenes.
4.2 Psychographics:
This audience values creativity, authenticity, and representation. They are socially conscious, culturally aware, and motivated by change. Many are passionate about reclaiming African identity and redefining narratives around gender, beauty, and innovation. They seek creative spaces that reflect who they are and support collective progress.
PROPOSED STRATEGY
(HOW)
5.1 Basic Plan and Actions:
The campaign will use visual storytelling to celebrate and make visible the contributions of South African women in Afrofuturism. It will roll out across both digital and physical platforms to reach audiences where they are most active.
The audience will be encouraged to:
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Engage with campaign visuals online and in public spaces.
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Attend a pop-up or campus-based exhibition that showcases women-led Afrofuturist design.
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Share or interact with featured creatives’ stories to build visibility and dialogue.
5.2 Media Platforms and Design Elements:
Digital:
Social media (Instagram, TikTok, X), a microsite, and short video features.
Print:
Posters, banners, and digital installations in public and campus spaces.
Activation:
Pop-up exhibition displaying campaign visuals and designer interviews.
5.3 Limitations:
The project will be implemented within the Cape Town context, primarily targeting CPUT campuses and surrounding creative communities. It will run for a single academic term, focusing on awareness rather than long-term implementation. The campaign will not include commercial sales or partnerships at this stage, but it can evolve into a wider public activation in the future.
SCHEDULE
(when)
Week 1 (13 – 17 Oct)
· Finalize design brief and campaign direction.
· Conduct final desk research and confirm creative strategy.
· Develop campaign message and tagline.
· Create updated mood boards and refine the Afrofuturist visual language.
Week 2 (20 – 24 Oct)
· Begin the core design phase.
· Develop initial poster, social media, and digital layout concepts.
· Draft visual scamps and start working on typography and colour palettes.
· Gather peer and supervisor feedback to refine the campaign direction.
Week 3 (27 – 29 Oct)
· Finalize all campaign visuals and layouts for presentation.
· Compile design documentation and prepare for submission.
· Review alignment between objectives, visuals, and research findings.
· Conduct final proofing and export deliverables for presentation and assessment.
Final Submission (31 Oct)
· Submit final campaign presentation and design report.