Creative entrepreneur and illustrator Joy Richu’s defining moment came from a childhood fascination with imported illustrated characters, coupled with an early introduction to entrepreneurship through her parents’ children’s magazine, Manenoworld, which she helped sell at church.
“I learnt early that creativity and entrepreneurship are inseparable. That shaped my career, dedicated to exporting Kenyan narratives rather than simply consuming stories from elsewhere,” Richu says.
She has since redefined how African creativity is viewed on the global stage. Through collaborations with global brands, including Coca-Cola, Diageo and Mastercard, she has translated Kenyan-inspired cultural patterns into internationally recognised visual identities.
One of her defining career milestones came in 2024 when The Coca-Cola Company unveiled Coca-Cola Wozzaah Zero Sugar, its first Africa-inspired limited-edition beverage.
"When an everyday Kenyan sees our cultural patterns and stories elevated by global brands, it shifts the narrative of what is possible for us."
As the creative force behind the packaging design, she celebrated the continent’s culture and heritage through bold visual storytelling.
“I think the Kenya of tomorrow is one where the creative industry receives the respect, resources and support it needs to thrive at every level—from the family unit and education system to government,” she says.
Having worked across advertising agencies and international markets, Richu advocates for healthier workplace cultures that empower rather than intimidate young creatives.
Richu says the world is ready for African stories told by Africans themselves.
She believes creatives should reclaim the continent’s narrative by reshaping global perceptions through original storytelling with universal appeal. That philosophy has earned international recognition, culminating in a Cannes Lions Award, which she says affirmed that African visual storytelling can compete at the highest level of global creativity.
“The world is waiting for us to re-author our own narratives. We can leverage what the world thinks it knows about us, flip it, and deliver narrative-driven art that is unmatched in its authenticity,” she says.
Richu says her work touches everyday lives by taking local designs to a global audience through partnerships with multinational brands. This, she hopes, will remind Kenyans that their stories are worthy of global acclaim.
Resilience has been one of her greatest lessons, pushing her to reiterate that female creatives are often underestimated before eventually earning acceptance, and sometimes criticism simply for excelling.
Rather than being discouraged, she views resistance as a catalyst for innovation. Richu says she is willing to share ideas openly instead of guarding them. While others may replicate concepts, she believes creativity cannot be stolen because true innovation lies in consistent execution.
For her, sharing ideas is not a risk but a way of strengthening the creative process and inspiring others to pursue their own original work.
–Margaret Maina