Obasola Akintola’s design journey is a story of persistence, creativity, and the power of putting yourself out there. From experimenting with visuals in his church to designing for major brands, his path has been anything but linear. After facing multiple career setbacks, he doubled down on his craft, consistently putting his work out there until the right opportunity found him.
Now a brand designer at Cowrywise, Obasola shares insights on breaking into the industry, building a personal brand, and why visibility is just as important as skill. In this conversation, he talks about his creative process, the role of culture in design, and the dream projects he hopes to bring to life.
If your career journey were a movie, what would the title be and why?
I’d call it “The Art of Showing Up’’ because everything I’ve done right came from putting myself out there.
I started designing in 2020 and became proficient, but I faced setbacks. After losing my job in 2022, I posted my work nonstop. Then, in 2023, I worked on a project with Hilda Baci. It went viral, but I was still jobless. Later, I joined a VC firm and was laid off again.
Approaching my final year, I knew I had to level up or quit. I chose to level up. I picked up illustration, applied for countless jobs, and kept hearing, ‘We’re sorry.’ It was exhausting, but I kept showing up online.
By December, after a year of effort with no results, I was frustrated. Then, one morning, I designed something, posted it, and it blew up. Minutes later, I got a DM:
‘Hey, I’m Feyisayo, Design Lead at Cowrywise. I’m really impressed. Are you open to a brand design role?’
By Friday, I was meeting the CEO. I took a risk and designed something for them before the interview. When I showed it, the CEO called the HR on the spot to start my onboarding
That’s why I call it the art of showing up. Skill is great, but people need to see your skill. That’s what changed everything for me.
Can you walk us through your journey from a beginner to where you are now?
Design was never on my radar. In my first year of university, I had no clue what I wanted to do. But I always admired visuals, especially the designs at my church. I’d stare at them and save them on my phone, but I didn’t know how to make them.
By my second year, I started asking questions and watching others design, but I had no laptop and no tools. I kept saying I was a designer, even though I hadn’t actually designed anything. Then COVID hit, and something changed. On January 1st, 2020, I felt this insane hunger to create. I didn’t care that I had nothing to work with; I had just started.
At first, my designs were terrible, and my church never used them. For months, I made flyers that no one acknowledged, which was frustrating. I complained to my pastor, who told me, ‘Ignore the noise. Just keep creating. ‘ That shifted my mindset. I stopped waiting for approval and focused on improving.
A year later, I had grown so much. I worked with the Ooni of Ife and designed over 50 logos, most of them just for practice, but that process made me confident in my skills. And I put my work everywhere. I’d post it on WhatsApp, Instagram, and anywhere people could see it. Looking back, that was key. Because when the right people finally noticed, I was ready.
I remember my first paid logo; I charged ₦1,500. That was just the beginning.
What’s the most exciting branding project you’ve worked on, and why?
Honestly, I wouldn’t say I have ‘the best’ projects. Most of the work I do under NDAs never sees the light of day, so what I share are usually my personal projects, the ones where rules, colour palettes, or typefaces do not bind me.
That’s why I create many fun, explorative designs. I am excited about projects that allow me to express myself without restrictions.
One of my favourites was a Spotify project I worked on in 2023. That one felt different; it was personal, creative, and truly exciting. But in general, the projects I enjoy most are the ones I do for myself.
If you could go back, what’s one money mistake you’d avoid in your career?
This might sound unbelievable, but I’ve never really made a money mistake. I don’t joke with money; I’m very intentional about how I spend, save, and invest.
Sure, I do some impulse buying, but it’s never the kind that ruins me. Well… maybe I suffer for it a little, but I wouldn’t call it a mistake. If I had to name one, though, it would be back in 2020 when I put money into one of those forex schemes promising 20% ROI. Yeah, that one didn’t end well. Never again.
When it comes to courses, though, that’s different. I’ll always pay for knowledge, no matter the cost, especially if it’s worth it. Some people say, ‘Just learn on YouTube,’ but the truth is that structured courses from industry leaders have more value. If Pentagram, futurelondonacademy, or Porto Rocha drops a course, I’m taking it. It’s about track record.
So, you’ll see me taking courses on illustration, animation, brand strategy, and even growth marketing. Career development is non-negotiable for me.
What role does culture play in your design process? Do you consciously incorporate Nigerian or African elements into your work?
It really depends on the project. Some are tied to the Nigerian market, while others are for international audiences.
When I’m working on something deeply connected to our roots, like a rebrand for a Nigerian confectionery, a makeup brand, or a food company, I incorporate Nigerian elements. For example, a couple of years ago, I worked on a brand identity project for a Nigerian fashion brand that used Adire fabrics. So, I brought in African patterns and illustration styles to reflect that heritage.
But do I consciously add African elements to my work every time? Not really. The industry is wired in a way that makes Western design the default blueprint. Of course, we create amazing work here, but in terms of African elements being front and centre? That doesn’t always happen, at least not for most people. Some designers make a conscious effort, but for me, it’s more about the project’s context than a deliberate choice in every case.
What’s your opinion on building in public in your tech career?
Post your work.
I saw a tweet last week about so-called thought leaders who don’t actually know anything, and I laughed. Because, at the end of the day, talking about your work and posting great work are not mutually exclusive. If you don’t put your work out there, how will people find you? Referrals can only take you so far.
I’ve gotten gigs from international clients and from people who saw my work on Behance, Twitter, and LinkedIn. One time, I posted a project, and someone reached out to me immediately after. That’s how it works; when you build in public, people take notice.
It may take time, but I know from experience that posting your work brings opportunities. When I was hiring for a role recently, I didn’t even need to ask for portfolios; I just went straight to designers I’d seen consistently share their work. Most designers don’t even update their portfolios, so if your work is already out there, you make it easy for people to find you.
And look, what’s the worst that can happen? Someone says your design is ugly? Okay, then you learn and improve. But if you never post, you’ll never know who’s watching or what opportunities you might be missing. So post your work. It always brings something good.
How do you handle creative blocks or moments when inspiration is lacking?
Most times, I just sleep. Or I watch Rick and Morty and a few other comfort shows, mostly cartoons. Each one fits a different mood.
I also go to the gym and run. These activities help refresh my creativity from time to time. I also try to touch grass.
When none of that works, I change my scenery. That usually does the trick.
If you had an unlimited budget and time, what’s one crazy design project you’d love to do?
I’d love to work on a campaign for Nike. There are a few brands I really want to collaborate with: Spotify, Nike, and the UEFA Champions League. I love football branding.
I want to work on something big, where we bring together videographers, photographers, and creative directors to create something on a really large scale. That would be a dream project.
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