Bibiana Obahor is a black woman designer who is breaking barriers in the creative industry. In a profession largely dominated by white men, she is now leading a female-led studio, Desiree Design, and is collaborating with female founders all around the world.
This Black History Month, the Barking Enterprise Centre is giving the spotlight to Bibiana through a Q&A format as we get access to her work and challenges as both a black woman entrepreneur and a creative designer.
Tell us more about your business
I’m the founder and creative director of Desiree Design Studio—a full-service creative studio based in London specialising in visual identities, art direction, digital design, print design, editorial design and web design.
We are fully run by females and work with female founders and companies of all sizes to build covetable brands. Our approach is a synchronous exploration of data and aesthetic–creating meaningful designs that are proven and intentional.
We believe that originality begins where replication ends which is why we create with intention. Our mission is to embrace difference, look beyond trends and design for tomorrow.
What inspired you to start your own business?
I started my first business which was a makeup line when I was 16 years old. I had a small amount of knowledge of graphic design and media from school but no experience in branding or running a business. I didn’t even know you could hire brand designers and even if I did there was no way I would’ve been able to afford it so I did everything on my own (logo on my phone, website on big cartel, and business cards on photoshop).
There was a huge gap between what I wanted for my brand and what my brand actually looked like. So I started teaching myself. I asked Google about a thousand questions and watching "How-to's" on Youtube literally became my new Netflix. I’ve always been a creative person, and my creativity paired with my passion to learn about branding led me to create Desiree Design Studio.
How has your business changed or evolved since you first started it?
I started as a freelancer because I thought that what I wanted was success. But what I really wanted was to build a community of business-minded women who strive for success and being able to help them with my knowledge of branding made me realise I needed to think big and along came my design studio.
3 years later we are a growing (80% WOC) female-led studio collaborating with female founders all around the World.
What do you think are the biggest challenges facing Black entrepreneurs today?
I do believe as a young black female (especially in the design industry which is largely dominated by white men), I have to work twice as hard just to achieve half of what other people are able to achieve. At the back of my mind, and other black creatives' minds, is the fear of being judged by our skin colour or not having access to certain opportunities, even if we are good at what we do. Or simply looking around at school, work or networking events and not seeing anyone that looks like us.
Many 'creative industries' are traditionally male spheres. It’s worrying that even companies targeted at women or WOC are run by senior design and strategy positions filled by white men. I think it’s so important for young black women like myself to infiltrate these traditionally male spheres and provide a voice for our community to be heard in the creative industries.
How do you balance running a business with other priorities in your life?
I’m in my final year of university, so juggling work, education and a social life can be challenging. However, I’ve found systems that work for me and created habits that have helped me find a balance.
For example, if I can, I like to schedule all work-related meetings on a Monday that way I get meetings out of my hair for the rest of the week.
I also schedule absolutely everything I do into my calendar (even things like running errands) this allows me to time block efficiently at the start of every week. By time blocking I get things done based on priority.
Lastly, I make sure I separate work and personal life. During covid time this became one big blur and I found I’d get either get easily distracted while working or work too harder without breaks. Separating work and personal life lets me create that perfect balance.
What advice would you give to people in the Black community who are thinking about starting their own business?
My biggest advice would be to put yourself out there. No matter what industry you want to start out in, research and find out as much as you can about the industry. Then make yourself seen.
Network. Go to events. Message people on social media. Email brands, investors, press, whoever. Get your family and friends to share your business. Don't underestimate the power of networking and word-of-mouth. Don’t ever stop promoting yourself and putting yourself out there.
People that acknowledge who you are and resonate with what your business stands for, will always be there to support you like a tribe. But they can’t do that unless they know who you are. So take the time to build your brand's awareness.
With her dedication to her craft and working with more women in the male-dominated creative industry, Bibiana is an inspiration to many young women of colour who are seeking to enter the creative industry. Her story proves that with hard work and dedication, anything is possible.
If you wish to work or get in touch with Desiree Design Studio, you may contact Bibiana through her website www.desireedesign.co.uk or email her at bibiana@desireedesign.co.uk
