Peggy Afriyie
Using words as a vehicle, a generous GCSE teacher, and learning to let go of everything you know…
Published 1st June 2022
INTRODUCTION
“Dreamer, thinker. Silver tongued schemer – designing with words” is how Peggy Afriyie describes herself. Graduting from the University of Falmouth with a degree in Graphic Design in 2019, it didn’t take Peggy long to dive straight into the big agency world of branding. After a year or so interning at and freelancing for the likes of Ragged Edge, JKR, Johnson Banks and Landor & Fitch, Peggy joined the DesignStudio team full time as a Junior Copywriter in early 2021.
Fast-forward to February 2022 and Peggy’s made the move to Reed Words - a verbal branding and copywriting agency, where she’s now making her mark.
What’s your favourite book cover of all time?
Noughts & Crosses by Malorie Blackman. You can imagine as an 11/12 year old who didn’t read the blurb or was familiar with the story how surprising it was to read it and find out it had nothing to do with my favourite game. No one will ever understand my confusion in those first few chapters. I had no idea what was going on. When I finally wrapped my head around the story, I understood the cover. It was also one of those mind blowing moments for me because I was realising what a concept was. It was a pretty big moment in my life as a reader. It’s the first book that made me cry. The first book that showed me the power of storytelling. I haven’t stopped picking up books ever since. And till this day it is my favourite book of all time.
© Dayuse – Copywriting as part of DesignStudio team
Growing up you faced pressure to pursue an academic career, could you tell us about your experience with this and what led you to stick to your guns with graphic design?
As a second generation immigrant, you are here for one purpose and one purpose only; To have a better life than your parents did. So academics were very important. The way a lot of us see things is that traditional education is the safest path to success you can trust. And I don’t knock it. The issue is creative subjects don’t have the best PR and are all lumped in together. It becomes hard to justify why you want to pursue such a career when I was clearly more academically inclined. I was the youngest child so naturally I believed in getting what I want so I stuck with it. However, I’d be lying if I said I didn’t question myself often and if I was just being impulsive.
“The issue is creative subjects don’t have the best PR and are all lumped in together.”
Luckily at GCSE my graphic design teacher; Ms Helen Micheals, who had been an assistant to Alan Fletcher at Pentagram, taught me all about the industry, the power of design and what was possible with an education in design. She had to leave the best job she’d ever done when she had her kids. It was a different time and life for her. But she passed it on to her sons, one was a designer at Samsung and the other an architect. And she took time to pass it on to me with extra lessons and tuition all in her own time. Shortly after my parents also grew to admire her and what I was doing and have supported me wholeheartedly throughout my career.
© Dayuse – Copywriting as part of DesignStudio team
How did you adjust to university life at Falmouth, having grown up in London your whole life?
I’m a city girl so It was pretty hard at first. I didn’t visit the university prior to attending. I had just read somewhere that it was one of the best. I didn’t do my research to be quite honest. All in all it was a massive culture shock. I found it hard to fit in and adjust to Cornish living but I had some great tutors and friends that made the experience one I’ll always be fond of. There’s just something about Falmouth. I’d never felt more connected to creativity than when I was there. However it also gave me a pretty good glimpse into how the creative industry would look and I quickly learnt I had to play this game pretty well if I was going to make it. I was quite shielded in London from certain realities, just because of the kind of schools I went to. Being black and a woman, I always felt the need to prove myself at times. You were always looked at but also very ignored. I learnt to make them see. I had made up my mind that I was going to be so good they’d have no choice but to take notice. By the end of my first year I think they’re eyes were open.
© Dayuse – Copywriting as part of DesignStudio team
Was there a particular moment that made you realise a side step to copywriting was on the cards?
Nikki Salkeld. She was my tutor for the final big project of my first year. I had chosen a type project and she quickly realised I was using words as a visual vehicle. Whereas other students were more focused on layout, kerning etc. I was focused on crafting the story. She mentioned the word Copywriting to me, I had no idea what it was. I went to the library that day and picked up Ogilvy on Advertising. And decided all my projects from then had to have a copy focus. Without her uttering that word I would probably be a designer today. So thanks Nikki!
“I was using words as a visual vehicle. Whereas other students were more focused on layout, kerning etc. I was focused on crafting the story.”
© New Taipei Kings - Copywriting as part of DesignStudio team
What advice would you give to anyone currently hesitant about going against the grain, and taking their career in a new direction?
Let go. Let go of everything you think you know. I’d been working since I was 14 years old to become a designer. It can be hard to go against the grain when you feel like you’ve wasted all your time. I’d built a pretty good rapport with multiple design agencies and designers in the industry who were rooting for me. All my friends were designers. You have to trust your gut and be brave enough to completely change course. Everything you’ve learnt will never be a waste, that’s something I can promise you. It will all come full circle. Find someone in your new journey who routes for you, wants to see you succeed and go from there. Nothing has felt more rewarding than carving out my own career path.
You mentioned in your article “Words Are My Favourite Visuals” with DesignStudio, that manifestos are your favourite things to write, why is that?
The first time I wrote one and saw everyone's reaction in the room, I felt pretty badass. Like, oh wow my words make you feel. I think there’s a lot of power in being able to make people feel with just words. But also you read a manifesto and you should instantly feel a connection with that brand or business. I like that it is used both internally and externally. And often the design team will create their creative concepts/routes from it. It touches every part of the process and brand. That’s pretty big. I’m on a power trip every time I write one.
“I think there’s a lot of power in being able to make people feel with just words.”
Having interned with an amazing variety of companies, what are your top tips for smashing it in the interview stage?
Be your biggest fan - Don’t go in listing all the things you should’ve, could’ve done or was going to do. Give them the opportunity to give advice and input on that stuff. Your job is to tell them why you’re brilliant and why your work is amazing.
Don’t show everything - Only your best, which you’ve probably heard a thousand times. And no matter how good you are, not all ten of your projects are your best. Be selective.
Make them believe - In you as a person. No one roots harder for you than someone who feels they spotted some magic in you. They’ll wanna take you under their wing and nurture your talent.
“And no matter how good you are, not all ten of your projects are your best. Be selective”
We spoke about your experiences working in both small and large companies, why is it you’ve come to prefer the larger ones?
Diversity. Simply put, I’d rather not be the only person of colour in the room. For whatever reasons (good or bad) mid-size/bigger agencies put a lot more effort into hiring more diversely. This is not always true of course. But from my experience of interviewing and working at a variety of places smaller agencies tend to look very white. After 3 years at Falmouth, going into the industry, it was important to have people who look like me in those rooms.
© New Taipei Kings - Copywriting as part of DesignStudio team
Who do you look up to most in the industry and why?
David Ormanhoyd, Creative Director at Ragged Edge. I’ve seen him work and he’s pretty much a genius. He’s also very humble about it. I have an immense amount of respect for him and simultaneously, I’m jealous of his brain. He studied illustration and went on to become a writer so I felt very connected from the moment we met. He taught me how to use what I already have as a designer to be the best writer I can be. He’s the only person I will seek validation from, I hope he’s proud!
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