By: Awa Conteh
Welcome to this week’s edition of Gambian Trailblazers, where we spotlight the inspiring stories of Gambians making significant contributions in their respective fields. Today, we feature Yakubu Lamin Marenah, a seasoned graphic designer and marketing consultant whose work has left a mark in The Gambia and beyond. Through his dedication to the craft and a deep understanding of cultural and market dynamics, Yankubu has built a successful career and played a pivotal role in shaping numerous organizations’ visual and communicative identities.
Yakubu’s journey into graphic design and marketing began at a young age, fuelled by a passion for drawing and creative expression. He recalls his early years fondly, noting how this love for art led him to pursue a career in a field where creativity and innovation are paramount.
“As a child, I always loved drawing. After completing my A Levels, I enrolled in an art college to study Commercial Art,” he told The Alkamba Times.
There, he was exposed to fine art, the history of cinema, photography, marketing, desktop publishing, and commercial law—subjects that have been instrumental in shaping his career. These diverse areas of study provided Yankubu with a holistic understanding of the technical aspects of design and the business and legal contexts in which his work would later flourish.
During his time at art college, Yankubu was exposed to various artistic disciplines, each contributing to his overall development as a designer. Studying fine art honed his ability to create visually compelling and aesthetically pleasing designs. At the same time, the history of cinema and photography gave him a deep appreciation for visual storytelling. Meanwhile, his marketing and commercial law courses equipped him with the knowledge necessary to understand the commercial aspects of the industry. This combination of creative and practical skills has been a cornerstone of Yankubu’s success, allowing him to approach each project with artistic flair and business acumen.
While Yankubu initially harbored dreams of joining the military, his creative instincts ultimately steered him toward a different path. He describes this decision as one of the most defining moments of his life, which has brought him immense joy and fulfillment.
“I’ve always been a creative person, and I realized that pursuing a career in a creative field would not only suit me well but also bring me great joy,” he reflects.
This revelation set the stage for a dynamic career that would see him transition between countries, cultures, and creative challenges. His decision to follow his passion was the right one, as it allowed him to channel his creativity into a profession that not only fulfills him personally but also contributes significantly to the businesses and communities he serves.
One of the most notable aspects of Yakubu’s career is his ability to adapt and thrive in different cultural and geographical contexts. Moving between countries and cultures has been a journey of personal growth, requiring adaptability, resilience, and a willingness to learn. Each new environment presented challenges that pushed him to expand his creative boundaries and deepen his understanding of design in various contexts.
“This exposure has broadened my design perspective and inspired me to continually evolve my practice,” Yankubu notes.
Our Trailblazer’s ability to embrace and learn from these experiences has not only enriched his personal life but has also enhanced his professional skills, making him a versatile and innovative designer.
Mr. Marenah’s professional journey has been marked by significant milestones, particularly in his role as the founder of Studio361. Upon returning to The Gambia, Yankubu noticed a growing demand for creative services beyond layout designs. This observation inspired him to establish “The Studio” in 2000, later rebranding as Studio361 in 2010.
“The Studio was founded in 2000, and in 2010 we rebranded as Studio361. At that point, we were deeply involved in advertising and marketing for businesses,” he explains.
Over the years, Studio361 has evolved, continuously adapting its services to meet the changing needs of the business environment. The decision to rebrand was strategic, reflecting the studio’s growth and expanding role in the Gambian and regional markets. Under Yakubu’s leadership, Studio361 has become a beacon of creativity and innovation in The Gambia. The studio’s success can be attributed to its commitment to understanding clients’ needs and delivering effective and visually striking solutions.
Yankubu’s approach is rooted in a deep understanding of the local market and a global perspective gained from his international experiences. This unique blend of local knowledge and global insight has enabled Studio361 to stand out in a competitive industry, offering services that resonate with local and international audiences.
One of the standout aspects of Yakubu’s career is his approach to managing challenges in the graphic design industry. He believes careful planning and a clear understanding of one’s limits are essential to successful outcomes.
“My best advice is to only take on what you can handle and be upfront about your deadlines,” he advises.
This approach has helped him navigate even the most demanding projects, ensuring that each is completed to the highest standard. Yankubu emphasizes the importance of transparency with clients and the need for realistic timelines, noting that these are crucial for maintaining a reputation for reliability and quality.
Mr. Marenah’s expertise in branding and marketing has also allowed him to work with major companies like Gamtel, Gamcel, and Trust Bank. His methodical approach to branding involves a four-part process: research, strategy, design, and implementation. This comprehensive process ensures that each brand identity he develops is meaningful and memorable.
“The strategy stage sets the tone of communication, brand values, and business direction,” Yakubu emphasizes, highlighting the importance of aligning design with business objectives. He takes the time to thoroughly understand each client’s vision and goals, allowing him to craft brand identities that resonate with target audiences and stand the test of time.
His experience working with local and international clients has further honed his ability to adapt his designs to different cultural contexts. Yankubu underscores the importance of understanding the target audience and integrating cultural nuances into his work.
“My goal is to create visually compelling and culturally relevant designs,” he maintains.
This adaptability has been crucial to his success in catering to diverse markets, allowing him to create designs that speak directly to the needs and preferences of different audiences. Whether working on a campaign for a local Gambian company or an international corporation, Yankubu’s designs are always infused with a deep respect for the cultural context in which they will be received.
Beyond his professional work, Yankubu’s commitment to environmental conservation is evident as a board member and treasurer for the Foundation for the Protection of West African Chimpanzees (FPWC). He merges his graphic design skills with his passion for conservation, creating visuals that promote the foundation’s mission and inspire others to join the cause.
He said, “I do believe we all need to protect this environment and all of God’s creatures,” highlighting the intersection of his professional and personal passions. His work with FPWC speaks to his belief that design can be a powerful tool for change, raising awareness and mobilizing action for important causes.
As technology continues to evolve, Yakubu is particularly excited about the role of Artificial Intelligence (AI) in graphic design. He sees AI-powered tools as game-changers that automate repetitive tasks and enhance creative processes.
“AI-powered tools are revolutionizing graphic design by automating repetitive tasks, generating creative suggestions, and enhancing design processes,” he observes.
Yakubu believes that embracing these technologies will allow designers to focus more on their work’s creative and strategic aspects, ultimately leading to better client outcomes and more innovative designs.
Looking ahead, Yankubu Marenah is optimistic about the future of graphic design in The Gambia and across Africa. He believes that technological advancements and globalization present new opportunities for creativity and collaboration, allowing Gambian designers to impact the global stage significantly.
“As the field evolves, Gambian graphic designers will have the chance to impact both local and global design landscapes significantly,” he says.
Yankubu envisions a future where Gambian designers are recognized for their technical skills and ability to infuse their work with the region’s rich cultural heritage.
In his final words, Yakubu calls on all Gambians to take action, emphasizing the need for self-reflection and collective effort to drive the country forward.
“As Gambians, we must take a hard look at ourselves and make the necessary changes to help our country thrive for future generations. This is crucial. It all begins with us,” he says.
This message reminds us all of the power of individual and collective action in shaping the future of our communities and our country.
As we wrap up this insightful episode of Gambian Trailblazers, Yakubu Lamin Marenah’s story reminds us of the power of creativity, adaptability, and a commitment to making a difference. His journey is proof of one individual’s impact on both their industry and community. Yankubu’s career is not just about creating beautiful designs but about using his talents to inspire change, uplift others, and contribute to the greater good. Stay tuned for more inspiring stories as we continue celebrating the achievements of Gambians who are making a difference.
