Can you tell us a little bit about yourself?
My name is Edith Wasserfall, a freelance graphic designer, illustrator and muralist based in Windhoek, the capital city of Namibia, where I was born and raised.
I am a middle child with a younger brother and an older sister. I just turned 30 years old and also celebrated my first year of entrepreneurship as a full-time solo creative.
Both my parents are architects, and I thank them for passing on to me the love for aesthetics and design. My father’s side of the family has a great affinity for the arts, and I am grateful to have been exposed to this growing up. My late paternal grandmother, Hilda Wasserfall, was a prolific artist in her time; my aunt Rita Van Lill is an artist I admire, and many of my paternal cousins have pursued various creative careers. It was therefore natural for me to do a four-year programme in Visual Communication Design at Stellenbosch University in South Africa.
How did you get into this profession, and how has the journey been so far?
“I encourage you to explore what interests you and consider applying your creative skills to other projects and business ideas.
My parents played a major role in supporting and steering me towards the creative path, and I love and enjoy it. In high school, I excelled in Art and Design, but I also had many other interests, and it was not until Grade 10 that I chose to pursue it. It was compulsory to complete a few weeks of job shadowing and my parents encouraged me to job shadow a graphic designer at a local advertising agency. I was hooked.
At the university, we honed a conceptual approach that still guides the way I do my work.
I graduated in 2015, and interned at a small design agency in Salt River, in Cape Town, where I also secured my first job.
After three years, I returned home to Namibia where I worked at an advertising agency for three more years. During my time in both jobs, I freelanced in my spare time, building up a client base and strong portfolio. I ventured into doing murals in 2019 and realised quickly there was a much greater demand for this service in Namibia than I had anticipated. Unlike graphic design, I quickly realized that mural painting wouldn’t work well with the freelance approach.
By April 2022, I built a solid freelance client base and interest in my work reached a point that allowed me to go full-time into freelance. I value every step in my creative career and have learned invaluable things in every place where I’ve worked. Working for myself has been my long-time goal and I still get excited by the fact that I create designs for a living, and on my own terms.
Tell us about your business and what are some of your career highlights?
Working as a creative freelancer has been fulfilling and a major career highlight in itself. Although self-employment is not for everyone, the autonomy it provides offers me the ability to be creative, not just in business but also in the way in which I live my life, adapting and pivoting as I please.
Another highlight has been the role I play in creating awareness and appreciation for murals and public art in Namibia, especially as a female artist. I am glad that together with other full-time creatives, we are role models for future generations.
Another highlight has been working with Meaningful Gigs, a company that made it possible for me to design for big international companies like Activision Blizzard, the US-based video game company and Warner Music Group, the American multinational entertainment and record label conglomerate.
Another highlight has been working with Meaningful Gigs, a company that made it possible for me to design for big international companies like Activision Blizzard, the US-based video game company and Warner Music Group, the American multinational entertainment and record label conglomerate.
What challenges have you faced so far?
Namibia has a small population of about 2.5 million people, which presents both opportunities and challenges for the nascent creative industry.
Learning how to accurately value and price my work remains one of the biggest challenges.
I strongly oppose the ‘struggling artist’ trope and own my role in helping to change this narrative, especially locally. I want younger creatives to see that our skills are just as valuable as that of more ‘traditional’ career roles.
Managing and running a business has also been a steep learning curve, but I’m enjoying expanding my knowledge in these areas. As my business grows, I have to think of becoming more strategic in the type of work I take on in order to make sure that it aligns with my business strategy, personal goals and interests. I only have so much time and creative energy, so it’s important to learn how to manage that resource effectively and this means becoming more selective in the work I take on. I am still actively working on improving this.
How do you unwind after a long day at work?
I practice martial arts, specifically Brazilian Jiu Jitsu, often referred to as human chess, as well as Muay Thai. It’s a great way to engage the mind and body.
What is your message to young Africans in general, but especially those aspiring to pursue a career in the creative industry?
The industry is evolving and now more than ever it is going to be disrupted, challenged and revolutionised by Artificial Intelligence (AI) and other technologies.
My advice is to always stay curious and open to learning and experimenting.
Creatives are often told they need to go for niche skills to be successful, but I encourage you to explore what interests you and consider applying your creative skills to other projects and business ideas.
Going against industry advice and following this same formula has helped me to diversify my income streams thus protecting myself against changes I cannot control. It also helps keep my work exciting and fulfilling, melding my interests with fun and profitable projects.
Also, commit to being a lifelong learner and remember that failure is just information.
Lastly, empathy is a superpower— hone and nurture it. It will benefit you and everyone that your life and work touch.
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