Not every designer’s journey starts with a sketchbook. For Johannesburg-based freelance graphic designer Rhaby K, the path to creativity began with a surprising detour. Having studied sciences at school and varsity, she only stumbled upon graphic design during a gap year. Encouraged by those around her, Rhaby embraced this unexpected shift, one that has since shaped her career and passion for design.

Today, she works independently after leaving the corporate world, building a career that blends empathy, strategy, and adaptability. Drawing strength from her upbringing and inspired by strong women in her life, Rhaby approaches design with openness and fluidity. In this conversation, she reflects on her creative process, the lessons she’s learned along the way, and her hopes for a more inclusive and collaborative design industry.

How did you first get into the industry?

I studied Graphic Design after taking a gap year from varsity. It was fascinating because I had never heard of it before then. I picked sciences in high school, and then pursued them at varsity, so Graphic Design was quite a shift from what I knew. I was encouraged by the people around me to give it a shot, and it’s been me and design since.

Where are you based now and who do you work for?

I am based in Johannesburg, South Africa. I worked for a corporate as an in-house designer for a while. I have since left the corporate world and am now working as a freelance designer.

What is your personal background and what role did it play in your career?

Oh, uhm… I come from a line of amazingly strong women. I have the most incredible and creative mom. Wherever my mom is, there’s never a shortage of plan Bs. Although I wasn’t naturally inclined to the creative space, it has been quite a fascinating ride. I think just witnessing my mom raise us (my sisters and I), while creatively navigating life’s curve balls has had a direct influence on how I approach life and in turn how I approach design.

If you weren’t in your current industry, what would you be doing?

Hmm… possibly working with children or the elderly. I think I have a lot to learn from both generations. Children teach us to remember to be playful, fearless, pure and honest (although sometimes children’s honesty could use a bit of refining, lol), while the elderly have a lot of wisdom we could learn much from, they also teach us patience and gratitude. Some of the things we tend to forget while we’re chasing dreams and adulting.

Can you explain your creative process? What makes it unique?

First I look at the creative brief and then I panic. Lol. I have an entire freak out session about what could possibly go wrong, and give the self doubt in my mind the stage to play itself out. After this is done there is no more room for panic, it had it’s moment. Now it’s time to get productive. More seriously though, I’m a designer who knows when to lead, when to support and when to just listen. I have to establish which of these roles I am required to play. That comes with careful listening and understanding. This determines the next steps, grounded in strategy, empathy and exploration. Blending intuition with intention.

How would you describe your style?

Open. Fluid. My style is a mirror reflection of the project at hand or the people I work with at any given point. It mirrors what is required. In that sense, it isn’t one specific way, it flows. 

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

I draw inspiration from all the individuals whose journey encourages me to grow, to evolve and challenge myself. There are so many talented creatives out there, all of them have something to offer. It’s in paying attention that we are able to draw inspiration and grab a few nuggets from them. There is something to learn from everyone if we just pay attention.

What tips would you give to aspiring creatives looking for work?

Study the space you’re looking to work in, understand it and then see how you can add value to that space. Sometimes, adding value doesn’t stop at checking off the job requirements on the ad. Depending on your end goal, adding value can also look like seeing a gap, something missing and then figuring out how you can use what you have to close that gap. Going through company websites can sometimes reveal these gaps.

What tips would you give to other professionals to get more clients?

To treat every project like a partnership. Delivering value and building trust each time. It’s important to have strategies and processes in place that allow for a smooth work flow. When you are able to successfully determine and put in place structures for the constants, it gives you more time to delve into the unique parts with your undivided attention. Don’t take a single project for granted. It matters, it shows. It also might just keep us grounded. For freelancers, it’s important to note that the business side requires as much attention as the creative side.

Can you share a memorable experience from your career journey that shaped your approach to creativity?

I think I’m still on the journey. There are endless aha moments, just as many questionable moments. But I also think if I remain open and continue to try and foster a teachable spirit, I will open myself up to a myriad of mind blowing experiences that will help me evolve.

What kind of tools/kit/software could you not do without?

The internet and Adobe Illustrator. I don’t remember ever designing anything without first using Illustrator. The internet connects us to countless resources, it brings so many things a lot closer. You get to see the world using just your fingertips.

What’s your secret to staying inspired and motivated?

Reading. Online creative communities and platforms. With so many things being readily available on the internet it’s easy for any freelancer to become a recluse and get stuck in their own head and ways. These communities help to open your mind and sometimes even challenge your way of thinking. They help you stay in touch with what is happening outside of your own space. Hearing other people’s stories and challenges and how they overcame them has a way of removing blinkers. It’s a reset button of sorts.

What’s the work achievement you’re most proud of?

Every time I get through a particularly challenging project and come out on the other end in one piece, with met goals and positive feedback is a humbling moment.

As someone with experience in the industry, what trends do you foresee shaping the future of creativity?

Design for international audiences, which calls for cultural fluency. Interactive and captivating experiences, creative experiences being required to be more dynamic and engaging. Authenticity over perfection. Sustainable practices and responsible design. Artificial intelligence seems to be on the rise, so AI as a creative partner. Lastly, freelancing and remote work becoming common practices.

What do you think sets apart truly exceptional creatives from the rest of the pack?

I think every creative is exceptional in their own right. The difference is in recognising it, nurturing it and challenging oneself. There are creatives who find what works and stick with it, and others who find what works, improve it and continue in that upward self challenge trajectory. The ones who win are the ones who try, fail, try again, fail better and keep going until they win. It’s not necessarily about having the perfect formula that works each time, it’s about challenging fear and failure and rising above it. You can be exceptional at anything if you can do that with a little humility and humour in between.

How do you think technology has influenced the creative industries and how have you adapted to these changes?

The pace continues to grow faster. Quicker turnaround times, greater possibilities of mass production. Expectations are also rising. Processes are changing. With the rise of technological advancement, it seems that to stay afloat, one must stay fit. This means constant learning, keeping up with the now and keeping an ear out for what is predicted to be coming. As the saying goes, understanding any challenge makes it easier to overcome.

What is the one thing that you would change about the industry?

Ageism and a lack of inclusiveness. This, I think, is a challenge for many industries. Once you reach a certain age you’re seen as having less value to add for that time. Imagine how many problems could be solved if inclusiveness was the standard and not the exception. Seasoned minds, energetic spirits and the culturally diverse could share knowledge and tackle challenges from joint perspectives, creating a smaller space for limitations. 

Any websites, books or resources you would recommend?

Books would be; A smile in the mind by Beryl McAlhone and David Stuart, and Thinking with type by Ellen Lupton. Two of the websites I have found to be instrumental, other than Creativepool, are The Futur and Creative Boom; there’s a lot of insight to be gained from these three sites.