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See It, Be It 2024: Joy Richu

16/05/2024
Publication
London, UK
142
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Authenticity, perseverance and navigating adversity with grace are core values for this talented illustrator
Joy Richu, a talented illustrator from Kenya, is captivating the art world with her vibrant and unique creations. As a participant in the Cannes Lions 2024 See It, Be It scheme, Joy shares her inspiring journey of transitioning from advertising to illustration. Influenced by Lisa Congdon’s book, "Art, Inc.", Joy found the mentorship and guidance she needed to build a successful career as a creative entrepreneur, embracing the limitless possibilities of pursuing art professionally.

Here, Joy opens up about the powerful lessons she's learned from the remarkable women in her life and how these experiences have shaped her approach to both life and work. From her collaboration with Coca-Cola on the Woza Creations Can to her active role in empowering others through online platforms and teaching, Joy’s story is a testament to the power of resilience, authenticity, and gentle leadership. Her advice for the next generation of women creatives is to persevere, seek wisdom, and embrace the interconnected world we live in, showing that with the right mindset, anything is possible.


See it 

Tell us about a woman who has inspired you in your career 

Early in my career as an independent illustrator, Lisa Congdon's book, 'Art, Inc.', served as a guiding force. Through practical advice and candid insights, Lisa provided a roadmap for building a successful career as an artist. Transitioning from advertising to illustration, her book filled a void in mentorship, offering invaluable guidance and encouragement. Lisa's words not only inspired me but also helped shape my path as a creative entrepreneur, reinforcing my belief in the possibilities of pursuing art professionally. 


Be it 

How have you incorporated the lessons and insights you gained from women in your life and in creative/professional fields into how you approach life and your career 

Growing up, I was fortunate to be surrounded by remarkable women whose resilience and unique leadership styles left a lasting impression on me. From watching my mother build a successful children's magazine to witnessing other close relatives navigate adversity with grace, I learned invaluable lessons about the power of perseverance and the impact of a gentle yet steadfast leadership approach.
 
In my career, these lessons have guided my approach to life and work in profound ways. For instance, when faced with challenges or setbacks, I draw upon the resilience I observed in the women who influenced me, reminding myself of their ability to overcome obstacles with determination and grace. This mindset has allowed me to navigate difficult situations with resilience and optimism, viewing them as opportunities for growth rather than setbacks. 

Moreover, I've incorporated the concept of gentle yet impactful leadership into my professional interactions. Rather than adopting a forceful or domineering leadership style, I prioritize collaboration, empathy, and inclusivity in my work. By fostering a supportive and empowering environment, I've been able to cultivate strong relationships with colleagues and collaborators, driving creativity and innovation in my projects. 

Overall, the lessons and insights gained from the women in my life have profoundly shaped my approach to both life and career, empowering me to navigate challenges with resilience, grace, and authenticity.


Do it 

How does that translate into the work? Tell us about some of the campaigns you've been involved in that you're really proud of. What challenges did you overcome to bring them to life? 

One project that truly stands out for me is my collaboration with Coca-Cola on designing an illustration for the Woza Creations Can, which celebrated Africa's creative essence. During this project, I encountered a common challenge: feeling nervous during virtual meetings with large, unfamiliar teams. However, instead of letting these nerves hinder my performance, I made a conscious effort to embrace my authentic self and lean into my femininity. For example, I focused on actively listening to my colleagues' input and ensuring that my creative vision aligned seamlessly with the team's objectives. 

By approaching the project with this mindset, I found that I was able to contribute more confidently and effectively to the discussions and decision-making processes. This not only strengthened my relationships with my colleagues but also enabled me to deliver work that was both impactful and aligned with the project's goals. Despite my initial apprehensions, this shift in approach ultimately led to a highly productive collaboration, culminating in a beautiful Creations Can that resonated with the entire team and exceeded our expectations. 


Share it 

What messages or words of advice do you have for the next generation of women coming into the industry? And tell us about anything that you do to support and lift up women in the industry.


Perseverance is key. Seek wisdom and advice, and embrace the interconnected nature of our world, especially through the internet. We're in an information age, where solutions to challenges are just a click away. Remember, you're never alone, even when it feels that way. Personally, I'm intentional about sharing insightful information online. Whether through my art on Instagram, my Skillshare class, articles on LinkedIn, or my website, I aim to educate and uplift other women creatives by sharing my experiences and knowledge, offering guidance for their journey. 



See It Be It is a LIONS initiative aiming to achieve equal gender representation among creative directors and leaders across the global industry. The programme is open to all women, trans-identifying and non-binary people. For any enquiries, please get in touch at seeitbeit@canneslions.com
Further information on applying for See It Be It 2025 can be found here.

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