03:
Sindiso Nyoni
Independent graphic artist
Photos from @sindiso
January, 2020
We are staying in Africa for our next conversation, this time moving further down, to South Africa.
Sindiso Nyoni is a graphic artist who I came across many years ago. I'm drawn to his unique style of activist poster design and gritty styled illustrations. He has exhibited his work all around the world and worked with such diverse brands such as Adidas, Smirnoff, Nike, and the South Africa mint, to name a few.
Hey Sindiso, before dive into some personal questions. Tell us about Johannesburg (Jo'Burg) and what makes the city special?
Because of its sheer size and cultural influence Johannesburg’s ethnic mixture lends itself a lot to the art and design being produced in the city. The cross pollination of cultures results in an energetic, colourful, robust, at times sleek yet raw design aesthetic which is unique to Johannesburg. Since migrating to the city 14 years ago, the gritty, bold, urban character of the city has permeated (gradually) through some of my work. The city’s cultural diverse melting pot, has also been a pivotal influence in the development of my artwork over the years.
Can you tell us a little bit about yourself? Where were you born and grew up?
I am an independent graphic artist, born and raised in Bulawayo, Zimbabwe. I am the seventh child in a family of nine. I developed a love for art and the arts at the early age of 4, which was when i first picked up a pencil to draw. This developed into creating my own limited series of handcrafted comics in primary school, right through to high school, where I took art classes at a Catholic institution(The Christian Brothers College) in Bulawayo. It was here that I was first introduced to the art of communication design by a then retired Graphic designer from St. Louis, the late Ms Gail Altman, who had relocated to Bulawayo, Zimbabwe, to teach art. She gave me invaluable insights into the profession and I left Bulawayo for Johannesburg in 2005, enrolling in a four-year communication design course while working as a barman and freelance artist/designer in order to pay my way through tertiary. In 2008, I graduated from the University of Johannesburg with a BTech degree in Graphic Design.
After graduating, I moved to Cape Town where I joined an illustration studio as an intern and collaborated on projects for brands such as Fifa, Nike, Adidas, Smirnoff, HP, Shell and Audi. During my time with the collective I was part of the illustration teams on some Cannes Lion-winning campaigns. Prior to this, during my time as a student, I got into activist art and poster making. I became involved in exhibition showcases, and In 2010 I was part of the global Voices in Freedom poster exhibition alongside several international activist artists. After spending two years working as an illustrator, I relocated back to Johannesburg, where I spent almost two more years working as an art director/designer for an advertising agency (Blackriver FC). I continued to showcase art via invitational involvements and in 2011 I took part in the Piñatarama 2.0, (Art piñata) exhibition at the Museum of Modern Art in Mexico City. I also got to exhibit frequently in group shows locally, and internationally. My portfolio has grown since, comprising local and international brands, I have been a member of the South African Mint Design Advisory Panel, the Loerie Awards Communication Design judging jury for 2017 & 2018, I've been part of the Design Indaba mentorship programme, the Botswana based Ideas Expo judging jury for 2014, the African representative for Icograda’s 50th/World Communication Design Day showcase 2013, as well as an ISS (International Security Studies) Alumni from the African Centre for Peace & security Training in Addis Ababa (Ethiopia).
How did this upbringing play a part in your career choice?
Zimbabwe is widely known for its unique craftsmanship in the arts, from sculptures, masks, traditional ornaments to music and drama. As well as Zimbabwe being a ‘once’ booming African economy, this allowed for me to be exposed to abundant forms of art and popular culture as a four-year-old in the late 80s. I was so inspired from all these surroundings, and it was then that I developed a love for drawing. I haven’t stopped since. Born in 1984 and raised in Bulawayo, Zimbabwe, I took up drawing as a medium for storytelling, activism and expression. In sharpening my creative tools from a young age, I have always been politically aware, thanx in part to my mother – still an important role model – as the one who encouraged forethought and creativity.
“The link to social activism is what denotes my ‘African’ design aesthetic”
What are the significant challenges facing black creatives in South Africa?
During the space of time in which I have been operating as a creative, I have treated failures, challenges and obstacles as stepping stones to getting to where I would eventually like to be. The first obstacles encountered came early in my college years, when I moved to Johannesburg. I had to freelance and double up as a barman/waiter to raise tuition fees to pay for my degree. Once this was achieved the second goal was to step into the industry and make a mark or name for myself. This proved difficult, in an industry which already has so many white gate-keepers. At that time not too many creatives of colour were prominently visible. So, getting some sort of recognition has been a challenging long process, but a challenge that I’ve learnt a great deal from. Growing up in the turbulent times of Zimbabwe inspired my artwork as well, which reflects the social wounds left by a bitter struggle against colonial repression and of course the internal conflicts of the Shona and Ndebele factions. The link to social activism is what denotes my ‘African’ design aesthetic. By combining images and text to inspire people out of placidity my work attempts to tackle some of Africa’s most pressing issues in the form of visual art. Sadly most of the time our industry spends its time promoting commercial products rather than issues that really matter. This is compounded by the fact that as an emerging creative on your career path, in order to get noticed you have to have some big-name brands in your portfolio. In the professional creative industry, there is seldom any room for social communication. Briefs and concepts are often commercially driven, creating a dilemma faced by creatives today, ‘work for charities is cool but doesn’t pay the bills.’ I personally feel that it is a great value for creatives to know that they have tools and the ability to effect massive change, and not always within a for-profit organization. This is why I do not use my skills to support brands or companies that I feel have a negative impact on the world we live in. I feel that as creatives we have a duty to contribute to our communities using art that addresses social issues, advocates awareness and change, which can ultimately open minds to act towards making a difference. Operating as an immigrant black creative in South Africa has also presented challenges in the form of access to tools, funding and infrastructures that add value to business ownership and start up.
In your opinion, what needs to be done to make the creative environment better?
Transformation and inclusivity is still a far cry in the creative environment so that is still a major hurdle which needs to be overcome.
I saw a clip in 2017 where you said, you wanted your work to influence and change the black narrative. How has that changed since 2017?
I think testament to this has been the rise of young black illustrators who have been afforded the same opportunities I sought after when I was 1st breaking onto the scene.
If the whole graphic designer thing didn't work out, what would you be doing with yourself?
My other talents lie in the culinary field so possibly a chef of some sorts, seeing as the footballer thing also didn’t take off.
Apart from Emory Douglas, who is another important source of inspiration?
Tell us about that dope poster for the film 'Get Out'? And how it came to be?
Having a strong online presence has helped my trajectory. With most of my clients finding me via my social platforms, another significant connection was with LAssociates whose client Jordan Peele (and Universal Pictures) were looking to commission artists to create a once-off artwork inspired by the then just-completed horror, Get Out. I received the brief and the film’s synopsis and then agreed to be a part of the project. We were pretty much given free reign to interpret our individual pieces’.
What is the worst thing about living in Jo'Burg, South Africa?
I guess like anywhere in the world the restrictions that come with being a displaced immigrant has its many frustrations in the form of access to certain things which are reserved for citizens.
What is the one advice you would give your young black self-starting out in the design industry?
Don’t lose focus on the bigger goal at hand. Distractions are merely that, never ever pay them any mind
Where was the last place you went on holiday?
Accra, Ghana
Who would play Sindiso in a Hollywood biopic? And what would be the name of the film?
Hahaha, funny because I tend to be anti Hollywood, but I guess the title would be 'GIANT', I'd probably get a tall dark local actor to play me, (just as a contradictory artistic liberty)
Now, here are ten quick-fire questions. Nike or Adidas?
Adidas
Morning person or night owl?
Night owl.
Jordan or LeBron?
Iverson
Off White or Fear of God?
Definitely Fear of God
Countryside or the city?
The coast
Tea or coffee?
Neither, haha
Spur Steak Ranches or Nando’s?
Nando's
Tupac or Biggie?
Rakim
Hasselblad or Leica?
I'm new to this but I've heard good things about Hasselblad.
Lastly, finish the sentence. "Africa is …"
…Home
