Every week, we throw 10 quick questions at someone whose mind we find fascinating — the thinkers, founders, innovators, policymakers, builders, and culture-shapers quietly changing how we see the world and inspiring us to do things not just differently, but better-differently. First thoughts only.

1. What’s a design trend you’re seeing in Nigeria right now that you wish would go away, and one that you hope sticks around?

I really hope people will stop copying each other. I’d prefer a world where designers have self-expression — where they realise they can look within themselves and draw inspiration from their own personality for branding, rather than copying others.

A trend I would like to see stick around is the exploration of African design systems. I’d love more designers to explore what those actually look like.

2. If you could redesign one everyday thing that Nigerians use but nobody thinks about the design of, what would it be and why?

Water. I don’t think anybody has ever considered reimagining the design of pure water. What if it wasn’t in that plastic bag? What if it came in a Ziploc-style pouch instead? There’s also a very standard way that bottled water looks — but I remember a couple of years ago, there was a brand — I’ve forgotten the name now — whose bottle had this figure-eight shape and a big, almost triangular green cap. It felt new, innovative. So yes, I would definitely redesign bottled water.

3. You’re mentoring young designers — what’s something you wish someone had told you when you were starting out that nobody did?

Always revisit the basics. It’s something I learned the hard way. When I started out in design, I didn’t begin with the foundation — I didn’t start by understanding the principles and elements. The person who taught me just taught me the tools in Photoshop, so that’s where I began. I never understood what a grid is supposed to do. I never understood harmony, balance, or how to even use colour.

Everything I know about design fundamentals, I had to figure out on my own — after losing clients, worrying constantly about my work, second-guessing myself to death.

4. What was the last interesting non-design article or book you read?

There’s a book I’m currently reading called Kaizen. This is going to sound controversial — it’s written by a white woman who lives in Japan, and I’m generally not a fan of that kind of book. I’d rather read about Japanese culture from a Japanese person than from someone who went to experience it and came back to write and sell a book about it.

But anyway — it’s Kaizen by Sarah Harvey, and it’s essentially about how to transform your habits. It’s similar to Atomic Habits, but the Japanese version — steeped in the culture, behavioural change, how to slow down. So that’s an interesting book that I’m currently reading.

5. What was the last interesting design article or book you read?

It was actually a carousel — one I designed for someone, but it touched my heart. It was speaking to a situation I’m currently navigating in the corporate world: how, if you don’t position yourself strategically, you get passed over for opportunities.

You can have the opportunity right in front of you, be fully qualified, and still watch someone else get it — because that person is doing strategic thinking and strategic relationship management. Their work is visible. It’s not that you’re not working. You are. But their work is seen more clearly, more strongly — because they’re intentional about how they communicate it to leadership.

6. What’s a Nigerian brand or organisation whose visual identity you think is doing something really special, and what makes it work?

I really like Chowdeck’s identity — even though they’re shifting it now. What I like about it is that it’s stable: they chose illustration as their primary visual communicator and stuck with it. Their visuals were almost entirely illustration, with a very strong colour palette. Recently they’ve shifted it a little, but generally, they’ve had a strong brand system. I also like Cowrywise.

7. AI design tools are everywhere now — what’s your honest take? Threat, tool, or something else entirely?

My honest take on AI is that it’s just like when TV became a thing. I was very young, but I remember how [some] churches kicked against watching television — people thought it was going to be the downfall of humanity, that it would corrupt your brain and destroy your work ethic. We’re now in a place where even those churches that banned TV are asking you to tune into their shows and sermons.

AI is here to stay. It’s part of technology, and part of the times we’re in. And one thing about keeping up with the times is that if you don’t, you reach a point where you can’t catch up anymore. So I very much encourage people to try it. AI will do what it’s going to do, just like any technology — it’ll disrupt the space. But it’s up to you to learn how to navigate it in a way that enhances your work, and to just stay with the times.

8. If you could collaborate with any Nigerian creative (not a designer — maybe a musician, writer, filmmaker, chef), who would it be and what would you make together?

There’s a guy called Anthony Azekwoh. He’s a traditional artist — he paints. His work sells out really fast. It’s the storytelling behind it, and the emotion in it. So if I were to collaborate with anyone who isn’t a designer, it would absolutely be Anthony.

We’d curate something like a mixed-media project — he handles the traditional, painted side, and I bring it into the digital space: photo manipulation, making it into a mixed-media world. That’s what I’d do.

9. What’s a piece of design advice that’s considered “gospel” that you actually disagree with?

When people say that if someone steals your work — changes the colour and passes it off as theirs, or puts it in their portfolio — you should take it as a compliment, because they liked it so much they stole it. What does that even mean? You stole my work, and I should be glad because it’s so good?

They say, “Oh, if it were bad, it wouldn’t have been stolen.” How does that make any sense? That’s genuinely a dumb take, in my opinion. So that’s something I will never subscribe to, that, oh, you steal my work, and I should be happy because imitation is flattering? No!

10. Where do you see yourself five years from now? What would you like to be doing professionally?

I’d love to have a design academy — maybe even a physical one, who knows? I like that in-person interaction, so I’d very much like to do that. In five years, I want a proper academy: you come, you learn design, you leave with an accredited certificate — like Miva University. Somewhere we go on excursions, visit art spaces, have exhibitions, do practical work to back up what we talk about online.

I’d also like my design studio to be on much stronger footing by then. It already exists, but quietly — for reasons best known to me. Honestly, I haven’t really announced it, maybe because I’m scared. Maybe it’s imposter syndrome. Maybe I worry too much about whether it’ll succeed. In five years, I would very much like it to be on a large scale, serving both local and international clients.

Connect with Adaeze Chukwu Victoria on X – @ChukwuAdaeze