In conversation with Sandra Adu
“Through this platform, we strive to build an intergenerational mindset as a community of designers, innovators and change-makers who can define the future…”
- Sandra Adu
Image: Sandra Adu
Sandra Adu is a design director, multidisciplinary design educator and cultural policy researcher, who has harnessed her myriad design talents over the sprawling decade of her illustrious design career. She has always associated herself with branding and design initiatives that have effectively fostered positive organisational growth and behavioural changes.
She is the founder of Black Girls in Design and has over the years played a crucial role in helping agencies to deliver exceptional creative projects for a diverse and exciting client base across multiple platforms. Her journey as a designer began with a mission to help small businesses to fight their corner. Her notable clients have been Hsbc, Net-A-Porter, REN, L'Artisan Parfumeur, META, JP Morgan, and Puma.
Tell us about your business, how did you come up with the idea or concept?
I am a multidisciplinary design educator and cultural policy researcher. My interest in the given research was sparked by working with various students and communities in media and design. The scope of my research project is about Experiences and Careers: The Black, Asian and Minority Ethnic creatives: aspirations, perceptions, and impacts. My personal motivation for my research has been to be a pioneer in building a community within the Creative Arts Industry and Academia for the Global South.
What was your overarching mission/aim at the outset?
As a second-generation immigrant, I aim to empower my place of origin, Ghana. I want to use all my skills and knowledge acquired through education, practical work, and experience as a design director to empower artists from the Global South and many students from underprivileged backgrounds, in the UK, through Black Girls In Design.
Did you have a mentor or support structure in place when you founded it?
Initially, at the start of my career, I didn't have a mentor but after 3 years of a design career, I eventually found a mentor who was from the media industry. She gave me an opportunity to be a designer in her consultancy. This turned out to be a golden opportunity for me as a designer to build many brands and small businesses in the space of 5 years. I have also done a Master's in Advertising, Branding and Communication.
Image: Sandra Adu speaking at Identity Creates- Gaining Access Event, Black Girls In Design
What do you think are some of the challenges facing Black women in design today?
The primary challenge Black women in design are facing today is the issue of racism coupled with sexism. These have been the widely and deeply entrenched social issues that raved apart the growth and diversification of the creative industries of the UK. Another primary issue has been the issue of lack of visibility. Many of black communities are unaware of the prospective design careers, which is many black women are quite ignorant about such career choices.
What’s been the most rewarding moment of your journey as a founder?
An opportunity to not only work with diverse audiences but also an opportunity to harness diverse and upcoming talents which eventually has helped me to be aware of the various challenges and needs of the design industry.
What’s been the biggest lesson – about yourself, your abilities or just general life lessons – you’ve learnt since starting your business?
To keep rebuilding, be focused, passionate and determined to eventually achieved one’s desired goals.
What’s the best advice you’ve ever received?
Be Brave and face everything with boldness.
What would be your advice to anyone wanting to get into Design?
Research is the key to success. Before one delves into a given area of expertise, it very important to look into all viable options. Design is a broad and diverse terms and comprises of diverse facets. So, it is very important that one understands each and every aspects of design along realising one’s strength and weaknesses.
Find a creative community that can support and nurture your talent, being part of a community allows you to build relationships that will help with your journey as a designer. It is very crucial for one’s growth and progression in the given field. Honestly, when I look back sometimes I feel, it would have been really good if I had joined a creative community in the early stages of my journey.
Image: Black Girls in Design
How do you find the work-life balance? What strategies and routines do you have in place to cope with the work-life balance?
For work life balance, I use a project management tool to help me stay on top of my game. Striking balance also means delegating where necessary. For example in the case of BGID, it’s a team effort that helps push the brand forward.
What do you love about London?
The general vibe, the cultural diversity and the hustle and bustle of the city. Every city has its own beauty and design aesthetics be it in terms of its graffiti or in terms of its building everything eventually helps in building its character. The same stands true for London. It's a perfect amalgamation of the past and the present for only it to define what the future beholds for this beautiful city of art and culture.
What is next for Black Girls in Design?
Through this platform, we strive to build an intergenerational mindset as a community of designers, innovators and change-makers who can define the future. As women of colour, our primary motive is to create a new global network that transcends age, industry and socio-economic barriers.
Website: blackgirlsindesign.com
Instagram: @Blackgirlsindesign
Twitter: @Blckgirlsindsgn
LinkedIn: Black Girls In Design
