CHARMA MALULEKA

Working with Jackie Phamotse on her groundbreaking award winning Bare series was an incredible journey of creativity and storytelling. Over the years, I had the honor of designing the covers for five of heraward winning and bestselling books, each one a gripping exploration of human experiences, societal issues, and resilience.

The Bare series is unapologetically raw and deeply thought-provoking, requiring covers that not only captured the essence of each story but also stood out on shelves as bold visual statements. Each design had to evoke intrigue, emotion, and connection while remaining true to Jackie's unique voice and vision.

As the Creative Director, I collaborated closely with Jackie to ensure each cover aligned with her storytelling. From conceptualization to final execution, I infused creativity and purpose into every design, resulting in covers that have become as iconic as the stories they hold.

The success of these books speaks volumes about the synergy between strong narratives and compelling design. It was truly a privilege to bring these stories to life visually.

Boston Consulting Group engaged Made2Fly Creative to design and implement a Cultural Immersion experience tailored to equip their team with deep insights into South Africa's vibrant and diverse cultural landscape.

We crafted a bespoke program that combined experiential learning, authentic interactions, and storytelling to foster understanding and connection. Through engaging activities, curated content, and real-world immersion, participants were not just observers but active participants in the cultural tapestry.

This project highlighted our ability to create impactful, memorable experiences that resonate with global organizations, emphasizing cultural appreciation and adaptability in today's interconnected world.

Shout It Now approached me with a unique challenge: to create a cool, relatable, and impactful way to spark conversations about PrEP among young people aged 18-24. The goal was to break the stigma, ensure the topic felt approachable, and ultimately drive awareness and adoption.

I devised a simple yet highly effective concept: the Word on the Street video campaign. We met the target audience where they were—on the streets—and connected with them authentically. The videos captured real, unscripted conversations, checking their awareness about PrEP while simultaneously educating them in a fun and engaging way.

The results were phenomenal. Over the three months of the campaign, we achieved a significant increase in both PrEP uptake and retention, demonstrating the power of creativity in driving meaningful public health outcomes.

As the Creative Lead agency, Made2Fly Creative was entrusted with spearheading a transformative national campaign to increase awareness and usage of the TBCheck platform, targeting high-risk communities across South Africa.

With SA's alarming TB incidence rates, our mission was to inspire early testing, treatment initiation, and completion by embedding ourselves within affected communities. Through relatable storytelling, immersive community engagement, and vibrant campaign branding, we successfully delivered a behavioural change campaign that not only met but exceeded its objectives.

Our campaign reached thousands, increased platform uptake, and contributed to improving public health outcomes, leaving a profound and lasting impact on South African communities.

When Mmusi Maimane approached me with his vision for Dare to Believe, his powerful and deeply personal book, he emphasized the need for a cover that would resonate with the courage, hope, and determination central to his story.

The book tells the tale of a man who dared to dream of a better South Africa, breaking barriers and defying expectations in pursuit of equality, justice, and unity. The design brief called for a cover that would visually encapsulate this journey of resilience, leadership, and hope.

As the Creative Director, I took the lead in conceptualizing and designing a cover that is both striking and symbolic. The final design reflects the boldness of Mmusi's message, the depth of his convictions, and the unwavering belief that transformation is possible.

The result is a timeless cover that not only complements the book's narrative but also inspires readers to dare to believe in their own potential.