The Art of Creative Disruption
By Waka Jeng
Co-Founder / Creative Director, Brandr.
Innovate or Fade
There’s a good reason Brandr only works with the unafraid. In today’s advertising space where brands constantly fight for your attention, the real winners are the ones who dare to shake things up. As Creative Director of the fastest growing advertising agency in The Gambia, I have seen firsthand the tiny yet vibrant Gambian side of branding and the expansive, high-stakes markets abroad. These experiences have exposed how creative branding can transform not just perceptions but entire cultures. It’s not about following trends; it’s about setting them and crafting stories that resonate deeply with our local audiences while making a splash globally.
Creative innovation in branding builds on top of strategy – it’s about dreaming big and pulling off bold moves that define what a brand stands for. Personally, I’m all about blending modern design with Africa’s rich cultural tapestry. And yes, it does mean making things look pretty – but it also means creating an identity that speaks volumes without saying a word. Whether we’re weaving in traditional art forms, celebrating local heroes, or splashing colors that “pop”, our goal is to connect on a gut level with people who get what we’re about.
Celebrating Cultural Heritage — Can Tradition Drive Modern Success?
In Africa, design is taking a page from history books and remixing it for today. Brands like Jufureh in The Gambia are infusing traditional but simple African symbolisms into their designs, creating merch that resonate deeply with local pride and heritage. Kunta Kinteh, immortalized in the "Roots" miniseries, resonates globally for its powerful depiction of the enduring legacy of slavery – and indeed, Kunta Kinteh was from The Gambia. By blending modern aesthetics with cultural authenticity, brands that embrace their roots (pun intended) not only appeal to African consumers but also attract global attention for their unique storytelling approach.
More brands are aiming for the heart, not just the wallet – so stop selling and start connecting. Brands like Nubian in Nigeria are using emotive storytelling to forge strong bonds with their audiences. They share real-life stories from their customers, showcasing personal journeys of embracing natural beauty. They don’t just sell products; they highlight testimonials and user-generated content that talk about self-love, cultural pride, and community support. This shifts the focus from just marketing—it's a movement. This approach creates campaigns that hit you right in the feels, tapping into universal emotions and local narratives that resonate on a personal level. Stop selling, start connecting.
Sustainability — Leader or Follower in Green Practices?
Nowadays, going green refuses to just be a trend and has become more of a statement for companies that embrace it. Brands across Africa are leading the charge in sustainability, using locally sourced materials and eco-friendly practices to resonate with environmentally conscious consumers. It is not just the Gen-Zs of this generation that get it; large corporations like Apple are onboard and taking charge a with lofty zero-carbon emission goal by 2030. Brands across Africa are getting sustainability right too.
Dangote Sugar and Dangote Cement are walking the sustainability talk. Their commitment isn’t just lip service, thankfully. They understand that their operations do not exist in a vacuum. They are conscious of their social and economic obligations, addressing the challenges faced by the communities where they operate. By investing in local development and focusing on sustainable practices, they make it easier for the public to see them as not just a business, but a community partner. This means they are committed to ethical practices, environmental stewardship, and contributing positively to society.
Dangote’s commitment to sustainability is a testament to creative disruption. What in the world does sustainability have to do with creative disruption, you ask? It sure helps the planet, but more importantly, it’s a business move. By integrating sustainable practices and aligning with global trends such as the Sustainable Development Goals (SDGs), they demonstrate a forward-thinking approach that goes beyond conventional business strategies. This proactive stance not only sets new standards within their industry but also disrupts traditional norms by showing how ethical practices can drive consumer loyalty and industry leadership. By prioritizing environmental stewardship and community engagement, they not only enhance their brand's credibility but also inspire others to follow suit, fostering a more sustainable and connected business landscape.
The Way Forward — True Creative Disruption!
Moving forward, the challenge is clear: innovate boldly while staying grounded in your core values. As much as Creative Disruption sounds like starting the next SpaceX or inventing a new rainbow color, it’s actually more about nurturing stories that resonate deeply, celebrating diverse cultures, and championing sustainability. That’s why winners win, because they understand the true value of storytelling and authenticity. We strongly believe this is key to shaping brands that contribute to a more connected, empathetic world — one where creativity meets purpose, and brands become catalysts for meaningful change.
As Creative Director, it has become strikingly clear that real creative disruption goes beyond design and palettes. It gets as nuanced as the packaging materials our consumer-goods clients use, to the fabrics our fashion clients choose. These details shape the entire creative direction. Before moodboards, we dive into these elements, merging aesthetics with brand essence. This approach elevates our projects and aligns with our clients' values. We’re not just brushing strokes in Photoshop; we’re crafting narratives that reflect a commitment to Africa and beyond. That’s how the magic happens.
