YOX
Please introduce yourself.

LEXAIN

I am the Associate Creative Director at Dare Africa and Founder/Creative Director of Xaine-Ingenius.

I am a specialist in Graphic / Product Design, Branding / Brand Strategy, Art Direction / Communication Arts with over 5 years of experience.

YOX

Why or how did you choose the creative profession?

LEXAIN

I chose the creative profession because I lacked some things growing up but did not lack a pencil and paper to put down my imaginations.

YOX

How did you prepare yourself for the profession?

LEXAIN
My Dad bought me my first drawing book and tools when I was about 8 years old. He and my elder brother paid for my first graphic design training in 2010 years after graduating as a Geophysicist without a job. I got into advertising through Noah’s Ark in 2011 and I have been learning a whole lot on the job and online ever since.

YOX

What do you do to remain relevant and conversant with moving trends in the profession?

LEXAIN

I study a lot. Read everything relevant to what I want to achieve and I also subscribe to great blogs that feeds me constantly about entrepreneurship, tech, design, trends and business.

YOX

Did you start your business while still working somewhere or were you on your own when you took the decision to start up? What guided your choice?

LEXAIN

I started in school, during my diploma days designing hand made cards, painting graffiti on walls and designing t-shirts. While I got into advertising, I have been doing design jobs by the side focusing on branding.

YOX

How did you balance your full time job and personal business without itches on both sides?

LEXAIN

I have learnt how to create time out of the time available. I ensure I do my 9-5 diligently, get home and do my personal business till I am really tired. Most times I do personal work at weekends.

YOX

How did you differentiate yourself as a proper business and not just another artisan?

LEXAIN

By simply being professional i.e. you deliver when you promised to deliver no matter what or simply carrying your clients along the process in case something comes up.

YOX

What process do you follow from initial request to job completion so your clients see professionalism and then trust your service delivery?

LEXAIN

• Draw the scope / objective of the project / Map out a timeline
• Send an invoice
• Get approvals for payment
• Get paid upfront (70% preferably)
• Start project (Scamps/Client choose option/start design process)
• Get revisions
• Get approval
• Sign off
• Get your balance
• Send final works.

YOX

In this digital age where everything is wanted fast, how do you meet multiple deadlines without selling out on the quality and style of your art?

LEXAIN

Negotiating for proper timing and saying NO when necessary. “Do not compromise your standard for anything”. There is a cost for speedy jobs and the client should know how to pay for it.

YOX

It is difficult to have fixed prices in the creative profession. What formula do you use for charging fees appropriately?

LEXAIN

Knowing what you’re worth per hour and charge accordingly. Ensure you know the cost of resources needed to make the project happen and bill accordingly.

YOX

What are the basic things needed to launch a full-time business e.g documents, fixed assets, staff, etcetera? How or
where would you advice as the best way or place to get them?

LEXAIN

Have a Lawyer. Do not be ignorant of the procedures at the government institutions (CAC/TAX office etcetera). Have a website and all the social media touch points necessary. Be available.

YOX

Which client/business deal would you refer to as your first big hit and how did you land them?

LEXAIN

WOTS LTD. An urban clothier

Landed them through word of mouth.

YOX

What marketing activities do you carry out to ensure quality clients keep coming through the door so your business stays alive?

LEXAIN

By showing what is possible through proactive projects.