With a heart for Rwandan aesthetics and a global design perspective, Deborah Kakoma has been weaving her creative talents to craft brand solutions that resonate with target audiences since she moved to Kigali in 2006. Born in Kenya to a Rwandan father and a Ugandan mother, and raised in the United States, her artistic mindset is marked by a deep love for the creative process and a passion for innovative design. These qualities enable her to create powerful and seamless brands that leave a mark, as her solutions are truly one-of-a-kind, infused with artistry, creativity, and an innate sense of what resonates with people. Through a harmonious blend of design know-how and an intimate grasp of the creative process and brand messaging, her comprehensive approach leaves a lasting impact, positioning Rwanda as a small yet significant contributor to the global trend landscape someday.
“What excites me about my work is seeing the growth and being able to contribute to it creatively” said Deborah. “As for Rwanda, it has become my heart, a place that has held me tightly and proved to be miraculous in every possible way. I think there have been petals that have formed. So, I've seen the journey of how the country has progressed. And because of that, I have also seen how people have progressed. And the city. The livelihood. The energy. It just keeps growing.”
As I was on my way to Deborah's, I couldn't help but notice how close her place was to my parents' place, and as I approached her gate, I realised that her house stood just ahead of theirs, with their gardens touching. Upon entering Deborah's living room, I was instantly drawn to the striking shade of blue that graced her walls, reminding me of the iconic Majorelle blue wall at the Yves Saint Laurent Museum in Marrakesh. However, it took me an hour to realise that her house had the exact same layout as my parents' house, which was obscured by the stunning display of her furniture and home decor in her living room.
"It's incredibly beautiful here!" I couldn't help but utter.
But Deborah was quick to deflect the praise, replying humbly, "You'll see, it's very Made in Rwanda."
And as I took in the details of her decor, I could indeed recognise the Rwandan craftsmanship, from the woven decorative plate made of sisal, to pottery from Laini Studio, and the large pine wood mirror from Go Bananas. Just like a brand designer would, the living room had been arranged with a keen eye for design to create a cohesive and harmonious aesthetic.
Playing a crucial role in Deborah's professional journey, the prestigious VCU Adcenter in Richmond, Virginia, now referred to as the VCU Brandcenter, provided her with a solid foundation. Through hands-on experience gained during her studies in account planning, she honed the ability to adapt to any brief in diverse contexts from a creative standpoint. This solid groundwork paved the way for her success as a brand strategist in the future, a role that Rwanda played a significant part in shaping and teaching her to become.
“When I first came to Rwanda”, recounted Deborah, “my first role was introduced to me via email while I was still in the States. However, as they went silent, a second opportunity was presented to me by a friend of my brother, which initially led me to relocate to Rwanda. Once I landed in Rwanda, I ended up at a party where fate had a surprise for me—I ran into the boss from the initial offer, to whom I have been re-introduced as a creative designer. She then requested that I share my portfolio and present my vision for designing a coffee shop. I shared a few ideas, and to my surprise, she said, "You're hired! Meet me in my office tomorrow morning.""
And just like that, Deborah settled in Rwanda, which allowed her to spend more time with her father who had already been living in Rwanda for some time. Despite his passing in 2009, Deborah's love for creativity continued to thrive in the country that had captured her heart. Therefore, her grit for creative expression has been used to support and elevate brands, unlocking their full potential. She harnessed her talent, creativity, and drive to explore new realms of brand development in the country's unique context.
"I feel like I haven't explored enough of my history here, but there is so much more to discover”, Deborah expressed. “The culture holds such immense richness. There are plenty of ways to develop and make it relevant in modern-day life, so it doesn't feel like one has to be Rwandan to grasp its essence. You know, it's kind of like Zen has become this universal concept, right? It's Japanese but there are all sorts of Zen-related concepts that have circulated worldwide. So what is that thing for Africa? Besides simply visiting and purchasing artefacts as a tourist, there is an opportunity to capitalise on that aspect, considering the abundance of handcrafted goods. The craftsmanship here holds untapped potential in expressing the African identity, much like how convenience defines American products or services."
Before and after recording the affiliated podcast episode, as I engaged with Deborah to discuss the release of the content,I couldn't help but notice her habit of effortlessly pulling out a notebook from her bag, as if by magic, to quickly jot down notes. Her capacity to generate a multitude of ideas with clarity was quite remarkable, as she interwove them, creating a seamless and cohesive whole, while her notebooks served as vivid visual diaries, overflowing with expressive sketches, and an array of colourful post-it notes.
"I would say people often refer to me as an idea hose," said Deborah. " I tend to have an abundance of ideas. Sometimes, I'm like, "Oh," so it's like, it's a crutch too. It's because there are moments when ideas just flow endlessly. I could just go all day with ideas. But that's the thing, it's like, I just keep going, I keep going like the Energizer Bunny. I just keep going. I don't mind it. But I also have to focus on the ones that stick. But, I've come to understand that trusting my gut and taking the path that speaks to my heart is the one that is going to have the most resonance.”
“Your heart?” I said, surprised to hear these words from a strategist. “Yes,” replied Deborah, her expression softening. “It has to come from my heart. And maybe that’s my weakness, because in the workplace … if I am not in it, I say “Sorry, I’m not feeling it.” because I cannot work on something that I am not emotionally invested in. Or I find ways to figure out how to adjust it in a way that I can connect with it on a personal level.”
I don't know why I acted surprised when, in fact, I am exactly the same in that regard. I am often given corporate projects, and even in the most institutional projects, staying true to authenticity is crucial to me. If I am not emotionally invested in a project, I am unable to give it my all, and the quality of my work and the impact I make will reflect this. Given this, brand development is a creative outlet for Deborah that demands an emotional connection, much like how artists approach their craft with sensitivity. And given the special place Rwanda holds in her heart she is highly attuned to the emerging creative scene that delicately infuses powerful elements of Rwandan culture, providing inspiration for her work.
"My dream is to unite not only Rwandan creatives but also to expand it to Africa to promote the beauty and creativity of African aesthetics and trends to the world," Deborah said, her voice brimming with enthusiasm. "I envision a future where African design is widely recognised and appreciated for its creativity and influence on industries worldwide."
As Deborah spoke passionately about her dreams of promoting the creativity of African aesthetics to the world, my mind couldn't help but drift to the stark reality of the global recognition that other African art forms like Nigeria's Afrobeats, Ghana's Kente cloth or Xhosa’s patterns in fashion and art have started to receive. In contrast, despite the richness of Rwandan artistry, it had yet to achieve such widespread acclaim. Therefore, it left me wondering: where do we even begin? What is our starting point in celebrating Rwandan artistry at large?
While reflecting on the convenience culture in the States characterised by ready-made goods and fast food dominated by brands like McDonald's and Burger King, Deborah responded, "It all begins with determining how Rwanda can become globally relevant from a trend perspective."
Pausing for a moment, Deborah's eyes gleamed with determination as she passionately continued, "Rwanda's equivalent could be high-end handcrafted goods. Although we may not have a production line like Ford and other major manufacturers, we possess a level of craftsmanship. Therefore, if we understand that it's acceptable for us to charge more for hard labour, and as Africans, grasp the notion that we can demand higher prices for something that requires considerable time and effort, while everyone acknowledges the immense dedication this person has invested in creating this product, devoting a significant amount of hours, time, and sacrifice, why can't we include that in our bill like the rest of the world?"
Exploring and understanding the broad spectrum of Rwanda's creative expressions, from traditional heritage influences to contemporary and abstract forms, offers various opportunities for inspiration and creativity, highlighting the immense potential for Rwanda's creative talents. However, as with any untapped resource, unlocking this potential requires a deliberate and strategic approach.
"Imigongo can be carved into utensils," Deborah remarked, highlighting how ancient art can inspire modern designs with global appeal. Imigongo is a perfect example of this, as it is already seen adorning the interior walls of Rwandair planes and featured in designs such as the Moshions cardigan with beaded imigongo, as well as the large exterior wall design at the Onomo hotel.
“You see on forks, you have these fine lines on the end. Imagine the unique design possibilities that could be achieved by incorporating imigongo design into these utensils. Is that something you have seen before? No! So it can be done. It can be sold on Saks Fifth Avenue, if it’s done well. So the aesthetics are evolving, it is modernising. But the question is, who is tracking it?"
“What do you mean, tracking?” I asked, feeling confused and filled with questions.
As I absorbed Deborah's words, I learned that trends can be tracked, monitored, analysed, and capitalised on, and how something like Pantone, with its standardised colour systems, is equally a valuable tool for incorporating Rwandan aesthetics into global design. What started as a simple proposal to interview her for my podcast turned into an impromptu lesson that unveiled the untapped potential of Rwanda's rich artistic heritage. With every word she spoke, it felt like a new door was opening to a world of creative possibilities. As it turns out, Rwandan aesthetics can be studied and examined to understand how they fit into broader global design trends, revealing a rich tapestry of artistic expressions that could create a distinctive global identity for Rwanda. However, unlocking Rwanda's creative talents requires a strategic approach, and Deborah's vision offers the key to unleashing its immense potential.
“I love observing all of these things” said Deborah “and trying to figure out where the parallel is. Where is the consistency? What is that thing we can define? Because you know, in the States, Europe and other places in the world, you have things like Pantone colours. Pantone monitors, tracks, and forecasts colour trends. So what they do is that they create that book. And I have been trying to do it on my own but people don't understand what I am talking about. They’re like “What are you doing? We don’t need all of that? Just give us the logo.” But I am trying to do the in-between.”
Reflecting a broader approach that emphasises the blending of the old with the new, the familiar with the unknown, and the expected with the unexpected, Deborah’s philosophy serves as a powerful reminder of the significance of recognising cultural traditions and practices that have been passed down through generations and using them as a basis for contemporary development. By constantly seeking the "in-between," she encourages the discovery of uncharted territory. No wonder that her ultimate dream is to establish a trend lab, a space where the intersection of past and future can be celebrated and explored, paving the way for a new era of design.
“Someone needs to monitor the playing field to understand where to focus their attention,” declared Deborah with a passion. “That's where the trend lab comes in, ensuring we stay ahead of the curve.“
Deborah's words throughout this interview had been like a beam of light shining on a treasure trove of creativity that had yet to be fully explored. Her inspiring vision for the future of Rwandan design is game-changing, with a bold proposal for a trend lab that monitors global design trends and promotes Rwandan aesthetics. Although still a dream for now, Deborah remains steadfastly committed to her project, unwavering in her determination to make it a reality. With ample resources and support, her goal is to stay ahead of the curve in predicting trends and provide Rwandan brands with the necessary tools to put Rwanda on the map.
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