Roshumba Llewellyn is a Brooklyn-based designer who recently graduated from Shillington Education in NYC. With a keen interest in creating brand identities and working with small businesses and solopreneurs, Roshumba spent four years at Google and YouTube working in social, influencer and brand marketing, before deciding to pursue her love for design. As she tells DbyW: “Although my pursuit of design was initially driven by my personal desire to play, over time I’ve grown an appreciation for the power of design.”
Passionate about using design to represent marginalised communities and improve racial and socioeconomic equality, Roshumba served as an Art Director for the Unshaming podcast – a series which highlights the silenced voices of society through personal stories and experiences. As the design industry, “investigates and improves racial and socioeconomic diversity and equity” she feels a key part of her contribution is being “visible and producing work that reflects people like me.”
We talked with Roshumba to find out more about her fascinating and strategic approach to branding projects, where she finds inspiration and why design matters to her.
Let’s start at the beginning, why did you decide to become a designer?
Growing up, I was a dreamer and a crafter. I hoped for a career that would “make work feel like play.” I find it exciting to think about colour, typography, imagery, language, and how they all come together to convey meaning. Early in my career as a brand and social media marketer, this became increasingly clear to me. Eventually, I just had to study design!
Although my pursuit of design was initially driven by my personal desire to play, over time I’ve grown an appreciation for the power of design. I’m amazed at how it helps us communicate, solve functional problems, tell stories, and connect with each other. I’m also curious about how design can represent marginalised people equitably and authentically and create physical spaces that nurture our mental and physical health, and interpersonal connections. Recently, this curiosity has been my primary motivation to grow as a designer.
As the industry investigates and improves racial and socioeconomic diversity and equity, I feel “showing up” is a key part of my contribution. Just by being visible and producing work that reflects people like me, means I’ve become a designer that young, creative, intersectional, aspiring women can reference as a reason to believe in their own dreams and rightful place in the industry. Over time, I intend to develop a practice that makes graphic and interior design more accessible to low-income people of colour, so that we too, can enjoy the benefits of good design in our businesses, homes, and communities.
“…my pursuit of design was initially driven by my personal desire to play, over time I’ve grown an appreciation for the power of design. I’m amazed at how it helps us communicate, solve functional problems, tell stories, and connect with each other.”
The Osmo Museum of Contemporary Art — The Osmo Museum is a built environment situated in and flowing into a surrounding landscape, inviting guests to transition fluidly between spaces. A flexible wordmark and abstract graphic elements brought to life through remixed earth and sky tones mimic the unique interaction between the museum’s location, contemporary art, and the local community it seeks to engage.
Where do you get your inspiration from and how do you approach a new project?
My design focus is on branding for small business and solopreneurs. I’ve found that although businesses intend to serve others, there is always a personal connection to the founder. As a result, I draw much of my inspiration from my clients’ personal stories. When I start a new project, I prioritise getting to know the client first. I use their experiences, intentions, and motivations to find out about their ideal audience’s identity, emotions, etc. With this foundation, I can then link to creative influences in art, literature, social movements, visual languages, and so on, that inspire my design solution. When I’m not designing, I replenish my creative energy by watching films, learning foreign languages, and spending time in nature as much as possible.
“When I start a new project, I prioritise getting to know the client first. I use their experiences, intentions, and motivations to find out about their ideal audience’s identity, emotions, etc.”
Spark Sleep Store — A relaxing oasis for busy NYC professionals who need a break from the city’s hustle and bustle, during the usual afternoon slump before returning to demanding jobs. This identity uses rounded type, colour and illustrations to hint at the fresh burst that we feel after a cosy nap and a relaxed overall look and feel.
Tell us about a favourite project that you’ve worked on and why it’s important to you?
While in school, I had a few opportunities to design brand identities, and these quickly became my favourite pieces of work. I loved untangling the network of ideas that come into play when you consider a brand’s values, its audience, competitors, and collateral, from email signatures to product packaging. Though it feels complicated at times, it’s a puzzle I enjoy solving.
A favourite project was the brand identity I designed for The Osmo Museum of Contemporary Art, where I used colour, abstract graphic elements, and a unifying grid to create an approachable and dynamic corporate identity to contrast with the museum’s more rigid and academic peers. In addition, to drawing inspiration from contemporary art and the physical space of an indoor/outdoor museum, for this project, I also thought about the impact the museum wanted to have on its public — to be a community hub, rather than an intimidating, occasional space. A familiar, inviting identity that encouraged interaction and dialogue was key. Although the brief came from a school project, it allowed me to connect design to my personal philosophies around community and equity, and present that visually.
“I loved untangling the network of ideas that come into play when you consider a brand’s values, its audience, competitors, and collateral, from email signatures to product packaging. Though it feels complicated at times, it’s a puzzle I enjoy solving.”
How would you describe yourself as a designer and your design work?
In addition to design, I “nerd out” about psychology and sociology. These disciplines have helped me contextualise and find the superpower in my personal identity and background, as a queer, immigrant, black woman, who grew up in a low-income family. They have become informative references in my design process and style. For example, I think of an effective brand functioning much like a culture — cultures are distinct; marked by shared symbols, customs, and terms; and create spaces of understanding, belonging, and community. I strive to build spaces of belonging through branding, where ideal customers become loyal community members, because the brand has done an impeccable job of anticipating their needs and creating an affirming emotional connection.
“I think of an effective brand functioning much like a culture — cultures are distinct; marked by shared symbols, customs, and terms; and create spaces of understanding, belonging, and community.”
Bath Bike Share — Bath, UK is a historic city, with a distinct style and a regal, yet easy-going vibe. This website is neatly crafted to match the local context. The typography and colour palette are inspired by the ornate Georgian stone buildings, creating a seamless connection between this bike-sharing service and the locations that users will be riding to.
Do you have any women role models or mentors who have shaped your career?
I enjoy film as a form of visual storytelling, and I particularly appreciate writers who dare to translate sensorial experiences for external viewers. Some of the women who have inspired my aspiration and approach to storytelling include Issa Rae, Shonda Rhimes, Viola Davis, Ava Duvernay, and Ruth E. Carter. I value the potential of storytelling to help us witness our interiority and imagine new realities. These women, to me, have demonstrated the art of making someone visible in rich, raw, human detail; giving us a chance to relate to another and see ourselves more vividly, as a result.
Name your top three creative crushes currently working in the industry?
Visit:
- Website: roshumba.com
Follow:
- Instagram: @_roshumba