Duah Francis
Creative Director & Head of Design
GHANA
2ND JUNE, 2025
I’ve always enjoyed making things with my hands. As a child, I loved to draw, and over time I became curious about many creative fields. I dreamed of becoming a fashion designer, an architect, a car designer, an animator, and even a musician.When I discovered graphic design and 3D animation, it felt like a perfect fit. It allowed me to explore all those interests in one place—building houses, designing characters, and expressing style and ideas through visual work.Over the years, as I learned more across different creative areas, my focus shifted toward ideas, art direction, and design. I now use everything I’ve learned to create work that feels meaningful and connects with people in an honest way, with a special focus on brand design, narrative visuals, and image creation across all media.
One of the most rewarding parts of my creative process is the concept development and ideation phase. It’s that moment when everything is still fluid ideas are forming, connections are taking shape, and the full potential of the project begins to emerge.
The stories we craft during this phase become the driving force behind the work. They give purpose to every decision, guide the creative direction, and set the tone for everything that follows.
Everyone can design as long as they have the tools.
Environment plays a key role in shaping a creative career. In the culture I grew up in, art and design were rarely seen as serious professions they were often viewed more as hobbies. So getting my family to understand and support my path was very challenging in the beginning.
What helped me was reaching out beyond my immediate environment. I used social networks to connect with people who shared the same passion, and I didn’t limit myself to my location. That opened up new opportunities and gave me the motivation to keep going.
There are so many work I have that I love for different reasons but one that stands out in my career is the Africa Magic rebrand in 2016. I had the opportunity to direct the project alongside an amazing team at Monarchy TV in South Africa.
At the time, I had seen many African brands being designed by non-Africans. The results often felt foreign or relied on outdated, stereotypical visuals. I never quite understood how those standards were set, but I knew there was a more authentic and modern way to represent African identity.
So, the Africa Magic rebrand became a dream project a chance to tell a genuine African story that felt authentic, fresh, and relevant in today’s visual language. The flagship channel, Africa Magic Showcase, features high-quality, African-produced content. But it wasn’t just Showcase—each channel identity in the Africa Magic portfolio was shaped by my personal experiences and my deep connection to African history and culture.
Growing up, my family wasn’t wealthy we lived a simple life. But no matter how modest things were, special occasions always brought out that one treasured item a piece of jewelry or clothing passed down from a parent or grandparent. That small gesture, filled with pride and tradition, left a lasting impression on me.
With that inspiration, we developed the concept of something special for a special day an identity that reflects the richness of African storytelling, tradition, and celebration, while still feeling elevated and modern.
Other projects that stand out in my journey include work for Omniyat, Beymen, Akwaaba Magic, CGTN projects, and a recent project for Rams Pavilion, where I was involved in both interior and experience design for the sales office with team from DREAMBOX. More details can be found on my site www.duahfrancis.com.
%20-%20duah%20francis%20boafo.jpg)
I enjoy spending time with my family, being in nature, learning about history and different cultures as much as possible.
Seychelles for the calm breezes and its sense of isolation. Not many people think to go there, which makes it feel even more special.
Do your best work no matter the circumstances—whether it's a high-paying job, a low-budget project, or even something you're doing for free. You never know which opportunity might lead to your next big break.
Not every project will be your favourite or turn out perfectly, and that’s okay. Each one is a step forward. Don’t be too hard on yourself—just keep showing up and putting care into what you do.
Fun fact, I write my surname before my first name.
