Jump to a section
When I first stumbled across the name Belonwu, I was deep in a spiral of founder research and design inspiration. But it wasn’t a search engine that pointed me in his direction, it was his sister. Her Instagram stories practically screamed, “This is someone you need to know.”
What started out as curiosity turned into awe. I went down the rabbit hole of Jordan Belonwu’s work and soon discovered many brands I had long admired bore the signature of his creative studio. In this conversation, Jordan unpacks his journey from a visual arts student with failed science grades to a multidisciplinary creative leading one of Nigeria’s most quietly powerful design teams.
Before Belonwu: Who Was Jordan?
“It wasn’t a straight line. I studied Fine Arts, but my entry into design was fueled more by failure than by intention.”
Jordan’s academic path took a few sharp turns. Initially aspiring to be an aeronautical engineer, he soon realized science wasn’t his lane.
“I failed everything that made you a science student, chemistry, biology, but I was passing English.”
A switch to Fine Arts gave him footing. While studying Art History at the University of Benin, Jordan moonlighted as a freelance graphic designer, helping classmates with logos and brand identities.
“I didn’t study branding, but I stuck with it. I didn’t do motion, or 3D. That focus, weirdly, became my superpower.”
From Freelance to Full-Time to Founder
After a brief stint at fashion retailer Gamspot, Jordan worked in advertising and later joined Bamboo, a fast-growing fintech brand, as their brand designer.
“They gave me the chance to lead a team and grow. In two years, I went from solo designer to team lead, and then I left to start my studio.”
In a full-circle moment, Bamboo became Belonwu’s first major client after he left.
“We rebranded them from the ground up. The project took nearly a year. It pushed me and my team to the edge, emotionally, creatively, everything.”
On the Projects That Break You (In a Good Way)
Some stories come with receipts, others with battle scars. Jordan recalls a massive film-tech commercial that never saw the light of day, despite costing tens of millions and weeks of prep.
“We built a market set from scratch, stalls, umbrellas, even farm animals. On shoot day, it rained from 5AM to midnight. We packed up and got a call saying it was cancelled indefinitely.”
The team walked away with soaked props and a partial refund. But the lesson? Creative work is a gamble, and grit is non-negotiable.
Misconceptions: “People Think It’s Just Vibes”
“The amount of work it takes to do bad work is almost the same as it takes to do great work. Bad work is hard. Good work is harder.”
Jordan emphasizes how misunderstood the pace and pressure of design and production can be, especially in Nigeria, where many equate production design to interior decoration.
“You’re expected to build sets in a day that would take someone weeks to design for real life. And you’re working with deadlines that don’t wait for the paint to dry.”
Rituals, Blocks, and the Myth of the Muse
Does Jordan believe in creative rituals? Absolutely, but don’t expect candles and crystals.
“Our unspoken studio mantra is: be ruthlessly aware of where the world is going.”
From dissecting every D&AD-winning project to building a personal archive of visual references, Jordan and his team are always curating context. When creative blocks come, the antidote is simple:
“Keep working. Creativity should find you in motion.”
Advice for Multi-Talented Creatives: Focus in Phases
For the many who feel “too talented to choose,” Jordan has a surprisingly pragmatic approach:
“Divide your life into phases. Focus deeply on one creative lane for 2–3 years. Let that success buy you credibility when you pivot.”
He shares a powerful example of a creative director who used her branding reputation to land a film internship, not because she had experience in film, but because her excellence in one domain opened the door to another.
Final Words?
“Don’t be afraid to be a learner again, just build something first that earns you a seat at the table.”
📸 Behind the Lens
At the time of writing, Jordan’s studio, Belonwu, is four years strong, 10 team members deep, and still obsessed with doing things that feel “more new, less déjà vu.”
From brand identities and motion to set design and visual storytelling, they aren’t just making things look good, they’re making them mean something.
READ MORE MONEY STORIES
Rick Aqua’s Journey from Accounting to Tech Content Creation
Mercy’s life in tech and storytelling
Richard’s journey through school and tech
A visionary journey from Engineering to Artistry- Izu Okwuobasi