DESIGN PRocess work
The design process for this campaign, "Ubunye," is a journey combining creativity and strategy. By understanding our audience, we craft visuals that resonate deeply. Through brainstorming and iterative design, we refine our concepts, ensuring alignment with our campaign goals for a stronger overall impact.
persona 1 : the emerging creative
Name: Ayanda Mthethwa
Age: 23
Location: Khayelitsha, Cape Town
Occupation: Visual Communication Design student at CPUT
Income Level: LSM 5–6 (student income level)
Media Use: Instagram, TikTok, Behance, YouTube
Quote: “I want my work to show that black women belong in every version of the future.”
Background
Ayanda is a final-year design student passionate about Afrofuturism and identity-driven storytelling. She creates digital collages that merge traditional Xhosa beadwork patterns with holographic effects.
Goals
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To find representation and community in the design world.
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To explore African spirituality and futuristic aesthetics through her work.
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To use her creativity to inspire younger women in townships.
Challenges
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Limited access to platforms that showcase emerging black female creatives.
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Feeling invisible in mainstream South African design conversations.
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Difficulty connecting with industry professionals who value her cultural perspective.
Design Opportunity
Ubunye can empower Ayanda by creating an accessible digital and physical platform for young women like her to showcase their creative voices, network, and access mentorship.
persona 2 : the established creative professional
Name: Aleikha Ndamase
Age: 30
Location: Johannesburg
Occupation: Art Director
Income Level: LSM 8–9
Media Use: LinkedIn, Instagram, TikTok
Quote: “Afrofuturism isn’t just a style , it’s a statement of power and presence.”
Background
Aleikha is an experienced art director who infuses Afrofuturist motifs into advertising and brand storytelling. Her creative process blends cultural symbolism with modern design techniques, often addressing identity, womanhood, and belonging.
Goals
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To mentor and support young female creatives.
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To shift the South African creative industry toward more authentic representation.
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To use Afrofuturism as a way to express pride and reimagine African modernity.
Challenges
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Corporate constraints that limit bold or culturally rooted storytelling.
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Underrepresentation of black women in leadership and creative decision-making roles.
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Creative burnout from constantly having to “prove” cultural relevance.
Design Opportunity
Ubunye can collaborate with women like Aleikha as ambassadors or contributors, using her credibility and experience to bridge the gap between established and emerging creatives.
persona 3 : The cultural enthusiast
Name: Nolwazi Dlamini
Age: 27
Location: Durban
Occupation: Content Creator and Podcast Host
Income Level: LSM 7
Media Use: Twitter (X), Instagram, Spotify, Pinterest
Quote: “I might not be a designer, but Afrofuturism shapes how I see black joy and possibility.”
Background
Nolwazi is a storyteller and media enthusiast who celebrates black culture through digital content. She is not formally trained in design but has a deep appreciation for creative representation and how Afrofuturism influences fashion, music, and storytelling.
Goals
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To use her platform to discuss creativity, identity, and empowerment.
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To collaborate with creatives who visualise the future of African womanhood.
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To find inclusive spaces that celebrate black women’s narratives across disciplines.
Challenges
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Feeling disconnected from design spaces that often centre academia or elitism.
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Difficulty finding resources to understand Afrofuturism beyond aesthetics.
Design Opportunity
Ubunye can engage Nolwazi through participatory storytelling, featuring public submissions or user-generated content that reflect collective visions of the future.
Strategic development
Rollout :
Strategic development
Planned Deliverables :
Strategic development
Website User Journey :
Brand development
Sticky Note Prompts :
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brand development
Logo Scamps :
brand development
Digital Scamp Logo Exploration :
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brand development
Moodboard & Colour Variations :
brand development
Artist Research :
brand development
Artist Research : Chosen Artists
brand development
Deliverables Scamps :
brand development
Deliverables : Progress
REFERENCES
Images :
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Accessed 3 November 2025.
Mamela’s Artistic Movement (n.d.)
About page photographs [Photographs]. Available at: https://mamelasartisticmovement.co.za/about-copy/
Accessed 3 November 2025.
Net-A-Porter (n.d.)
Feature on Sindiso Khumalo [Photographs]. Net-A-Porter. Available at: https://www.net-a-porter.com/en-us/porter/article-1972d90ffdda39ba/fashion/art-of-style/sindiso-khumalo
Accessed 3 November 2025.
New Africa Books (n.d.)
Mohale Mashigo author profile images [Photographs]. Available at: https://newafricabooks.com/products/mohale-mashigo
Accessed 3 November 2025.
Onassis Foundation (n.d.)
Jabu Nadia Newman profile images [Photographs]. Available at: https://www.onassis.org/people/jabu-nadia-newman
Accessed 3 November 2025.
Pexels (creator unknown, n.d.)
Black woman creating artwork [Video]. Pexels. Available at: https://www.pexels.com/search/videos/black%20woman%20CREATIVE/
Accessed 3 November 2025.
Pexels (creator unknown, n.d.)
Black woman doing art [Photograph]. Pexels. Available at: https://www.pexels.com/search/black%20woman%20DOING%20ART/
Accessed 3 November 2025.
Pexels (creator unknown, n.d.)
Black woman taking a selfie [Video]. Pexels. Available at: https://www.pexels.com/search/videos/BLACK%20WOMAN%20SELFIE/
Accessed 3 November 2025.
Pexels (creator unknown, n.d.)
Black woman working in a creative environment [Video]. Pexels. Available at: https://www.pexels.com/search/videos/black%20woman%20working/
Accessed 3 November 2025.
Pexels (creator unknown, n.d.)
Diverse group of women embracing harmony and unity [Photograph]. Pexels. Available at: https://www.pexels.com/photo/diverse-group-of-women-embracing-harmony-and-unity-33648284/
Accessed 3 November 2025.
Pexels (creator unknown, n.d.)
Woman typing on her laptop while sitting in the grass [Video]. Pexels. Available at: https://www.pexels.com/video/woman-typing-on-her-laptop-while-sitting-in-the-grass-5962951/
Accessed 3 November 2025.
Pexels (creator unknown, n.d.)
Women holding hands together [Photograph]. Pexels. Available at: https://www.pexels.com/photo/women-holding-hands-together-7130220/
Accessed 3 November 2025.
Pexels (creator unknown, n.d.)
Women lying side-by-side on a wooden floor [Photograph]. Pexels. Available at: https://www.pexels.com/photo/women-lying-side-by-side-on-a-wooden-floor-9167166/
Accessed 3 November 2025.
The Design Edit (n.d.)
Nandipha Mntambo: Transcending Instinct exhibition images [Photographs]. Available at: https://thedesignedit.com/exhibitions/nandipha-mntambo-transcending-instinct/
Accessed 3 November 2025.