Mr. Gerald Okeke, Executive Director, Creative & Design Infuxion Communications Limited, he speaks with GREGORY AUSTIN NWAKUOR on his professional journey, AI and others.

What first sparked your interest in creative design and branding?
I have always had talent for drawing growing up, my interest was piqued during my secondary school days. Fine Arts was one of my subjects – the various aspects of the subject, Graphic design, Imaginative Composition, still life drawing, painting etc was the spark I needed.

My interest in creative design and branding was developed in my tertiary education days at Institute of Management & Technology (IMT) Enugu, where I graduated in Graphic Design.

At what point did you realise this was more than a talent — that it was a career path?
Growing up, the only form of art I knew was painting & Sculpture, I didn’t know much about the other branches like ceramics, textiles & graphic design. It was in my second year in college that my eyes were opened about the possibilities, but the reality that this could be a career path dawned on me when I was introduced to a course, Advertising Design during my OND days at Anambra Poly. Like I said I loved looking at adverts on the newspapers, TV commercials, signages etc growing up, but I didn’t know the professionals behind them.

What were some defining moments or turning points in your career progression?
My first job as a visualizer in my first advertising Agency, Adtech Limited. My elevation to head the Creative department in C&F, and joining Infuxion Communications Limited in 2023.

Who or what has influenced your creative philosophy the most?
There is no one person that influenced my creative philosophy, there were a few, but I can remember some of them, one of my lecturers at the Graphic Design Department, IMT Enugu, Mr. Bok Okafor, Mr. Ephraim Ogu, the creative head in my first agency and late Mr. Mike Obiajulu Meze, my former GM/COO at C&F. Trends, works and experiences of past and contemporary creative professionals have influenced my creative philosophy which is – be open to new ideas. Before you disrupt, first make sure you understand the rules & principles that guides what you intend to disrupt.

What unique opportunities does Nigeria present for creative professionals?
As Africa’s most populous nation, and the fastest growing creative hub in Africa, Nigeria provides a fertile ground for inspiration and innovation. It offers a dynamic landscape for creative professionals who are bolstered by its cultural richness, youthful population and growing global influence in entertainment, fashion and digital media.

What structural or systemic challenges still affect the industry?
Limited Access to Finance – the successes the Nigerian Creative Industries have recorded are majorly as a result of individual investment and effort not institutional. Sourcing funds from the financial sector is still a big challenge. Government agencies like Creative Economy Development Fund (CEDF) was created to help in this regard, but we’ve not seen much of their impact yet. Inadequate Infrastructure – We still lack some technical infrastructure in the areas of high end animation and post-production (VFX, colour grading and sound mixing). Some of these high-end projects are taken outside the country to other markets like South Africa, Europe etc where the infrastructure is highly developed.

What were the biggest challenges you faced while rising through the ranks, and how did you overcome them?
The training I and my contemporaries got from school and the early years of our profession as creatives was what could be referred to as “analog”, you did everything almost manually.

The use of computers in design was not common place then. That shift from doing visuals on paper to doing them on the computer was so challenging to me at first, because I’ve not mastered the use of computer, I felt like working with the computer system was slowing me down.I eventually overcame that challenge by training and lots of practice. With time I was conversant with the computer system and it actually fastened the creative process.

How would you describe your creative leadership style?
I have an Open-door policy leadership approach. I believe everyone is born creative; the creative spark can come from any quarters. So, I am open to ideas from whatever quarters.

In your experience, what distinguishes good design from transformative brand design?
A good design improves on what already exists, while transformative design sets a new standard that others will follow.

What is your process when approaching a new branding or campaign project?
Understanding the brief Discovery & Audit – Gathering raw materials and information through research, interviews etc. Strategy & Positioning – Get inspiration, direction and clarity about the brand or the campaign. Concept & Ideation – Create mood boards (gathering colours, textures and imagery to stimulate the flow of the creative juice, doodles, sketches and scamps). Create the big idea.Design and Execution – Bringing the ideas into life, develop visuals and create layouts.

How do you balance creativity with commercial objectives and client expectations?
I believe in the power of creativity and what can be achieved when creativity is applied to a task. We don’t just get creative for creative sake; it must answer to the client’s issues and bring a solution to the client’s problems. It also must be strategic to meet the commercial objectives and the expectations of the client.

Can you share a campaign or project that you consider a milestone in your career — and why?
The visual Identity project for Nigeria Sovereign Investment Authority (NSIA). This project was under the investment authority but the ministry of Finance and the then coordinating Minister of Finance had an oversight over the project. There were many vested interest and expectations, so it took a long time to create a logo which the various stakeholder agreed on.

After that I went on to create A Visual Identity Manual for the authority.

It was one of my career milestone or highlights because it was my first project at developing a bouquet of visual identity. I have created logos for companies and organizations before this project. I usually create the logo and apply it to the production of stationeries for the organisation and may be do signages, and it ends there but this went the whole hog. From the master logo concept to choosing colour palettes, creating different templates for corporate backgrounds, images, social media, power point presentations etc. This involved creating every visual manifestation and template for the Sovereign fund and develop a manual to serve as guide to any supplier they will engage in the future, and the public.

Secondly, was a high-profile nature of the project. It gives a very high sense of pride to be involved in a project that showcases the nation’s Sovereign Funds Authority identity among other international sovereign funds.

How do you build and manage high-performing creative teams?
Recruit highly imaginative team, create stimulating office environment, motivate and reward performance. In an era of AI and digital acceleration, how is the role of a Creative Director evolving?

In today’s world, generative AI is capable of churning out high quality content in minutes, the Creative Director is now saddled with the task of guarding and preserving the brand integrity in the world of algorithms among other things. He is also saddled with supervising some new creative team members AI has thrown up like Prompt Engineers who translate creative vision into machine language and Story Model Trainers who teach AI the nuances of specific brand so that generic content is not produced but rather, create contents that has empathy with the brand.

How would you assess the current state of the creative design and branding industry in Nigeria?
It has evolved and grown in leaps and bounds. Nigerian creative has always held their own.

That’s why Nigerian creative freelancers are getting gigs from all over the world. In the area of branding, especially production, there is a lot of room for improvement. Some of our elaborate productions are still done outside our shores in countries like China, UAE, SA, etc. We still don’t have some of the latest technology here in the country.

Do you believe Nigerian brands are investing enough in strategic branding? Why or why not?
Not really. Most decision makers in businesses and organizations in Nigeria are yet to fathom and appreciate the role strategic branding plays in a business. They still have not fully grasped the benefits, like customer recognition, customer loyalty, credibility and brand equity it bestows.

What trends are currently shaping branding and visual communication in Nigeria?
Heritage Branding and Afrocentric Visual Storytelling. Brands are increasing leaning into Nigerian and African identity to stand out in the crowd.

Authentic representation in terms of imagery, the use of Nigerian models of diverse skin tones and body types against the usual practice of using Stock international images.

AI is no longer a future threat but a current collaborator in Nigerian agencies.

What advice would you give to young Nigerian creatives entering the industry today?
Be open and willing to learn new things, practice, practice and practice.

What attracted you to Infuxion Communications Limited?
The daring do attitude of the owners of the business, the passion and the professionalism that’s pervasive in the consultancy.

How would you describe the creative vision and positioning of Infuxion?
Our creative vision is to produce works and campaigns that are strategic to our clients’ objectives. We don’t create works that are just for aesthetics but works that answer to our clients’ needs.

What has been your most significant contribution to the company’s creative growth?
The studio is always filled with free spirited guys. My ability to bring order to our creative process and like my former boss will say “there should be a method to this madness”. This order brings clarity and direction.

How has Infuxion evolved creatively under your leadership?
Infuxion is a very young organisation, it’s too short a time to say we’ve evolved. Ai is playing a very important role in the creative process. We are evolving so to speak because we are adopting the use of AI more in our creative process.

What differentiates Infuxion’s approach to branding and communications?
Our approach is always Strategy based. We want to always proffer solutions that help our clients win.

How do you ensure consistency and excellence across all Infuxion brand executions?
At Infuxion, we understand the power of identity and branding. From the get go when we came up with our visual identity – after creating a logo for the consultancy, we have to produce a guideline for all our visual manifestations (Visual Identity Manual). So we apply the guidelines to every of our brand executions, this helps to maintain consistency and uniformity.

What role does storytelling play in modern brand building?
It plays a very big role. Story telling creates deep emotional connections to a brand. It makes messages more relatable, memorable and persuasive. Good story telling can help a brand to cut through the clutter. It can also help build authenticity, trust and loyalty for a brand.

How do you measure the success of a creative campaign beyond aesthetics?
You measure the success of a creative campaign by how much it delivers on the objectives set by the client.

What is the relationship between design, culture, and corporate reputation?
There is a strong connection between the 3. Culture is the foundation, the how and why of every organisation, it’s shared values, beliefs and behaviors of people. While design is the way an organisation communicates and expresses its culture. Reputation is the collective judgment (perception) of an organization’s culture and design over time. Culture drives Design; Design shapes reputation; Reputation enforces Culture.

How important is research and data in your creative process?
Very important. They are indeed among the foundations of our creative process. Research throws up information and helps to fuel your creative juice. Data helps you to know to whom and how to direct your ideas so that it resonates with the audience.

In your view, what makes a brand timeless?
A brand that remains relevant to its publics over the years. A brand that remains true to its core values, and can evolve without changing its values.

What legacy do you hope to build within Infuxion Communications Limited?
I hope to build a legacy of professionalism, integrity and a solution/client centric consultancy.

Where do you see the Nigerian creative industry in the next 5–10 years?
It’s better imagined. With the influx of generative AI and the great promise it holds, the industry is headed for creative paradise. There will be lots and lots of improvements in the area of tools for more quality output and even quicker turn-around time. More quality production equipment will be available in the country to prosecute some of the jobs we can only do outside of our shores presently.

What personal or professional goals still drive you?
It’s our vision to build this company into a top strategy led marketing consultancy in Nigeria and the West African sub region. Until that happens, we keep going.

If you were to describe your creative journey in one sentence, what would it be?
It has been Interesting.

How would you describe the company’s creative philosophy in a highly competitive communications industry?
Our creative philosophy is to always create works that help our clients meet their objectives and tell their stories in the most compelling way. It goes beyond just creating works for the aesthetic value only.

What kind of creative culture does Infuxion Communications promote internally?
At Infuxion, we are open to new ideas and constant learning. We apply creative rigor in our delivery; we also encourage freedom of expression & execution excellence. We always work as a team, exchanging and creating great works.

What is the long-term vision for Infuxion Communications Limited?
The long-term vision for Infuxion Communications Limited is to be the sought after strategy-led Integrated Marketing Communications firm in Nigeria & sub-Saharan Africa. By this I mean when clients and organisations are looking for marketing communication firms that will offer strategy-based solutions in Nigeria and the West African sub region, they will come to us.