We recently connected with Samuel Jolayemi and have shared our conversation below.

Samuel, looking forward to hearing all of your stories today. Learning the craft is often a unique journey from every creative – we’d love to hear about your journey and if knowing what you know now, you would have done anything differently to speed up the learning process.

All I had then was my Dad’s PC, that I always got up late in the middle of the night to use, and I will get back to that. Yes, all I had was my Dad’s PC, YouTube videos and a desire to learn something that I had never encountered before and seemingly looked like it was beneficial to my life.
Now getting back to my Dad’s PC: It all started while I was taking an IT afterschool program, right after the completion of high school, where I met a mate who during some breakout session was designing a birthday flyer. I got curious and asked if he was doing it for fun or was being paid to do so, which I said jokingly. To my surprise he said he was being paid to design the flyer. That immediately sparked my curiosity and being the child that I am who is always curious to try his hands at things he has never done before and seemed interesting, I got home and then immediately installed the Adobe Creative suite on my Dad’s PC because I had no personal computer at that period, and the only opportunity I had at accessing the computer was while he was asleep.
So, every night for an extended period of time, I would get up late in the middle of the night to practice YouTube tutorials that I found interesting, and as time went by, progressively I began learning the craft to become what I am today and the interesting part is that it is a never-ending process, a challenge I not only embrace but thoroughly enjoy.

As regards what I could have done to speed up my learning, I would say having my own personal computer early would have greatly sped up my learning process. Having a keen eye for details is a great skill to have as an Illustrator, while also being a really good draughtsman who immerses himself in his environment and is able to communicate emotions and experiences in a relatable manner. With all that said, the only obstacle that stood in my way was also not having early access to my own personal computer.

Samuel, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am an Illustrator, Designer, and Animator passionate about communicating relatable visual stories and experiences. My journey into illustrations began way back when I was a little child. I was always found around a pencil and paper, doodling cartoon characters I watched on TV. I had no idea this could become a full-fledged career, but I continued following my passion. My love for communicating relatable experiences and emotions opened me up to a field I never thought existed.

This has helped me collaborate and work with both global and local brands to design memorable illustrations and illustration systems that cohesively elevate their brand message and vision, communicating adequately with their audience. I’ve also had the privilege of sharing my knowledge through workshops and mini-series that guide others on illustration and design fundamentals. These moments, where I can simplify complex concepts for others, are some of my most fulfilling.

What sets me apart is my ability to observe my environment, the stories it tells, and then blend these observations with my technical skill of expression by illustrating brilliant messages and emotions with a strong sense of narrative and cultural context. For example, in one of my personal projects, I illustrated ‘T’eba’, a scene inspired by the process of making a popular meal called ‘Eba’ or ‘Garri’, that is eaten by many, across my country. Whether it’s commercial projects or personal explorations, I strive to create work that resonates emotionally and visually.

For clients, I solve problems by providing illustrations and design systems that not only look great but are functional and cohesive across various platforms and most importantly, communicates their brand’s values. For those who follow and are fans of my work, my goal is to inspire and educate, breaking down my design process into digestible steps that anyone can appreciate or try out themselves.

What I’m most proud of is how my work balances purpose and creativity, whether helping a brand achieve visibility or telling a story that evokes a sense of connection. For anyone interested in working with me or following my journey, I’d say: expect thoughtfulness, attention to detail, and a touch of storytelling in everything I do.

What do you find most rewarding about being a creative?

Personally, the most rewarding aspect of being an artist and creative is the joy of being able to not only think up abstract ideas but also visualize them in a manner that resonates with whoever is viewing them. There is something magical about starting with a blank canvas and then filling it up with an image that tells a beautiful story, sparks a feeling, or even solves a problem.
Seeing someone experience my work from their own perspective is a beautiful thing to witness. The various threads of interpretation that could be spun from an illustration are so beautiful to see and deeply fulfilling. Knowing that my work can connect with others—whether it’s helping a brand express its identity or creating a piece that reminds someone of a cherished moment or past experience—is truly remarkable.
Beyond the external validation, it is incredibly awesome to be able to bring my ideas to life in a process I best describe as making a dream into a movie. The experimentation, the problem-solving, and the small victories when a design or illustration comes together just right create a constant cycle of learning, growing, and finding new ways to express myself while contributing something valuable to the world.
Finally, being able to share my journey and inspire others, whether through workshops, tutorials, or just showing the behind-the-scenes of my work, adds another layer of fulfillment. Seeing someone take what they’ve learned from me and create something unique of their own is an incredible feeling.

How did you build your audience on social media?

There is just one answer I have for this, and that is consistency. The process of consistently creating valuable work and also consistently posting and talking about what I do made me attractive to those who liked my work and also those who were interested in my services.
I would also like to include that consistency is a great growth trajectory. You do something good for an extended period of time, and you would end up being great at it.

Contact Info:

• Instagram: https://instagram.com/sashthecreator
• Linkedin: https://www.linkedin.com/in/samuel-jolayemithecreator/
• Twitter: https://twitter.com/sashdsgns
• Youtube: https://www.youtube.com/@sashthecreator
• Other: http://www.behance.net/sashdesign

Image Credits

Banjyte Imagery
Oluwaseyi David