As a female African illustrator, one of the things I am most passionate about is representation. Growing up, the stories I heard weren’t about mythical heroes or legends. They were about ordinary people—people like you and me—who went through extraordinary experiences. These stories, deeply rooted in my culture, have shaped how I approach storytelling, illustration, and design. My work celebrates the richness and complexity of our lived experiences, bringing them to life with a depth that lets their full beauty shine—especially in a world that often overlooks or simplifies diverse perspectives.
Let me start by telling you a story.
A Hyena Who Babysat
Once upon a time, a woman lived alone in the forest with her child. Every day, she cooked bone soup for her baby, until one day a hyena appeared at her door. The hyena, drawn by the scent of her soup, asked, “Where do you get these succulent bones?”
The woman, wise and resourceful, replied, “If you agree to look after my baby while I’m in the fields, I will give you bones. But you must never eat while carrying the baby on your back.”
The hyena agreed. Every day, the woman went to fetch firewood, leaving the baby in the hyena’s care. But one day, the hyena grew impatient. While the baby slept on his back, the hyena forgot the woman’s warning and began to eat. In his greed, he dropped a bone on the baby’s head, killing him. Fearing the woman’s wrath, the hyena hid the truth, washing the baby and pretending he was asleep.
When the woman discovered the truth, she ordered the hyena to throw the baby’s body far away. He did, but before he left, he devoured the baby himself. Time passed, but the woman never forgot. One day, she tied the hyena to a tree outside the hut and began boiling sharp needles, preparing her revenge. The hyena begged his friends who passed by for help, tricking one of them into taking his place by lying that he was tied up because he refused to drink soup with a fly in it.
His friend, believing the lie, took the hyena’s place and tied himself to the tree, allowing the original hyena to go free. When the woman returned, thinking it was the same hyena who had killed her baby, she threw the boiling needles at him and beat him until he was dead.
Source: Joy Richu
The Power of Ordinary Stories in Design
In African storytelling, the protagonists are often ordinary people who experience something extraordinary. This teaches us that the extraordinary doesn’t always need to come from grand, larger-than-life concepts. Sometimes, it’s the simplest moments—those everyday experiences—that hold the most meaning and depth. When applied to design, the same principle holds: the ordinary, when thoughtfully explored, can become profound.
For us as illustrators and designers:
- Highlighting ordinary experiences in your work makes it relatable while still allowing for complexity. Stories rooted in everyday life resonate more deeply with audiences because they reflect shared human experiences.
- Layering depth into simple stories allows your work to grow richer the more someone engages with it. The casual observer may appreciate the surface, but those who spend time with the design will find more meaning hidden within.
Source: Joy Richu
Reclaiming Representation Through Your Work
Representation is about telling full, authentic stories that celebrate the beauty, complexity, and richness of all people and cultures. Through design, we have the opportunity to highlight the unique nuances that make each culture special. In this way, representation becomes more than just visibility—it becomes a celebration of diversity and an invitation to explore the layers of human experience.
For designers working with diverse cultures, this means:
- Reclaiming narratives with intention: Consider how your designs can bring attention to stories that have yet to be fully told. Whether it’s through branding, editorial, or illustration, there is always an opportunity to offer something more thoughtful and authentic. What untold or underrepresented narratives can your work illuminate for a wider audience?
- Designing with empathy and depth: Representation goes beyond showcasing diversity for diversity’s sake. It’s about designing with empathy—truly considering the perspectives and experiences of the people and cultures you are representing. The richness of your work comes from capturing these human stories with care, ensuring that they resonate deeply with anyone who engages with them.
Designing with Depth and Metaphor
In African storytelling, metaphor is a powerful tool. It allows us to tackle complex themes—trust, betrayal, life, death—in ways that feel accessible and relatable. Metaphor turns the abstract into something we can grasp, making difficult topics easier to understand and, ultimately, more impactful.
As designers, we can harness this same power:
- Use metaphor to add layers to your work: Just as in storytelling, metaphor can enrich your designs, allowing them to communicate more than what’s immediately visible. By embedding metaphor into your visuals, you open up opportunities for deeper meaning and interpretation.
- Create space for multi-level engagement: The best designs offer something for everyone, from the casual viewer to the more invested observer. Metaphor invites your audience to explore your work on different levels, revealing new layers the longer they engage with it.
Lessons from the Story:
The story of the hyena offers meaningful insights that we, as illustrators and designers, can apply to our work:
- Small decisions can lead to big impacts: The woman’s choice to trust the hyena with her child may seem like a simple decision, but it has significant consequences. Similarly, in design, even the smallest creative choices—like the color palette, composition, or subtle details—can influence the overall impact of a piece. By paying attention to these seemingly small decisions, you allow your work to grow in unexpected and meaningful ways.
- Appearances versus Reality: The hyena hides the truth by cleaning the child and pretending everything is fine. This reminds us that in design, true impact comes from depth and substance, not just polished aesthetics. A design that looks good on the surface but also carries thoughtful meaning will resonate more deeply with audiences, creating a lasting impression.
- Metaphor brings richness and depth: The story is a metaphor for trust, deception, and consequences, allowing us to explore deeper ideas. In the same way, using metaphor in design can add richness to your work, inviting viewers to engage on multiple levels. This layered approach encourages deeper reflection and connection.
As illustrators and designers, we have the unique ability to tell stories that celebrate the richness of ordinary life while bringing depth and nuance to our work. By drawing from the everyday, embracing authenticity in the stories we share, and using metaphor to add layers of meaning, we can create designs that resonate long after they’re seen.
In the end, our designs have the power to reflect the interconnectedness of life and reveal the truths that lie beneath the surface. By doing so, we don’t just create visually compelling pieces—we craft work that invites others to look deeper, think critically, and engage with the world in new, meaningful ways.
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Do you want to hear more from Joy? She will be speaking at the digital design conference Design Matters 24. Connect with Joy via:
Website: www.joyrichu.com * LinkedIn: /joyrichu
X: @madebyjoyrichu * Instagram: @joyrichu
