For years, the role of designers in Ghana and across Africa has largely been perceived as executional—specialists who bring ideas to life through visuals but rarely participate in strategic conversations. This outdated perspective has contributed to a limited career growth framework, where designers either remain in their roles indefinitely or feel pressured to shift into leadership positions that might not align with their strengths or aspirations. But is leadership the only path? Or should we be rethinking how we define success in the design profession?



Should Every Designer Move into Leadership?

Leadership is often seen as the pinnacle of career growth, but not every designer is inclined toward managerial roles. The ability to lead a team, develop business strategies, and manage stakeholders requires a different skill set than creating compelling visuals. Some designers thrive in leadership roles, but others find greater fulfillment in refining their craft, pushing creative boundaries, and becoming subject-matter experts in areas like UI/UX, motion graphics, or brand identity development.

Career growth should not be a one-size-fits-all journey. Instead of forcing all designers into leadership, organizations should provide multiple career paths that allow for both specialization and leadership, ensuring that designers contribute meaningfully without feeling obligated to abandon their craft.



Are Designers Being Held Back Due to a Lack of Writing Skills?

One of the biggest misconceptions is that designers who don’t excel in writing are less likely to be promoted or taken seriously in strategic discussions. While communication is an essential skill, written proficiency should not be the sole determinant of career advancement. Designers communicate through visuals, layouts, and experiences—forms of storytelling that are just as powerful as written words.

That said, designers should be encouraged to develop their ability to articulate their ideas, whether through speaking engagements, presentations, or collaborative discussions. However, they should not be undervalued simply because they do not fit into traditional corporate communication moulds.



Clear Career Growth Paths for Designers in Ghana and Africa

The creative industry in Africa is evolving rapidly, but clear career progression models for designers remain largely undefined. Many designers start as freelancers or agency employees but struggle to see long-term career opportunities beyond design execution. To address this, organizations and industry leaders must create well-structured career ladders, including:

• Specialization Path: Designers can refine their expertise in niche areas such as branding, UI/UX, animation, or typography, becoming thought leaders in their chosen fields.

• Strategic Design Path: Designers who enjoy problem-solving and business impact can transition into roles like Design Strategist, Creative Director, or Brand Consultant, where they shape high-level decision-making.

• Entrepreneurial Path: Some designers may choose to build their own agencies, product-based businesses, or design-driven startups, leveraging their skills beyond employment.

• Education & Advocacy Path: Designers passionate about knowledge-sharing can take on roles in mentorship, training, and design advocacy, shaping the next generation of African creatives.



Breaking the ‘Execution-Only’ Mindset

Designers are more than just executioners. They are problem solvers, storytellers, and innovators who bring value beyond the visuals they create. However, for this mindset shift to happen, both designers and organizations must be intentional about integrating design into strategic conversations. Designers should actively seek opportunities to engage in business discussions, propose solutions beyond aesthetics, and demonstrate the tangible impact of their work on brand growth and customer engagement.



Should All Designers Move into Strategy or Focus on Specialization?

Not all designers need to transition into strategy; specialization is just as valuable. The key is choice—designers should have the flexibility to chart their own career paths without external pressure to conform to a single trajectory. Some will find fulfillment in leading teams and shaping business strategy, while others will excel in deep craft mastery.

"I’d say the industry is quite saturated, leading to lower salaries due to supply exceeding demand. However, what’s truly lacking is a high level of skill—those who master their craft are the ones who get well rewarded." - Hubert Allah-Mensah

The Way Forward

As the African design landscape matures, it is time to redefine career growth for designers. Companies, educational institutions, and design communities must work together to create environments where designers are seen as integral to business success, not just as service providers. By offering diverse career paths, encouraging strategic participation, and recognizing the value of specialization, we can unlock a future where African designers are not just executing ideas but shaping industries.

"In today’s digital world, Designers are broad problem solvers but they must not limit their career path to only the scope of the job they are in. It’s important to specialize and charter a clear career path regardless of any present constraints and job limitations." - Digital Mawuli

It’s time to go beyond execution—designers are leaders, thinkers, and innovators in their own right. Let’s explore how designers in Ghana and Africa can elevate their careers and shape the industry’s future. I’d love to hear your thoughts! Leave a comment below.