Changing the Lens

Innovation and storytelling are at the heart of Charlene Prempeh’s expansive career in design, technology, and art. Through her work, rooted in integrating diverse narratives into spaces where they are often dismissed or overlooked, she has established herself as an influential and highly regarded voice in the creative industry. Additionally, from her consulting work and the founding of her creative agency, A Vibe Called Tech, to the recent publication of her book, “Now You See Me: An Introduction to 100 Years of Black Design,” Prempeh is dedicated to making sure everyone is seen. Through the construction of her own career, she has blazed a trail for those who follow — all while lifting up those who came before her and who are moving alongside her in the present. Her journey to becoming the force she is today is as inspiring as it is impactful.

For London-raised Prempeh, who was born in Ghana to Ghanaian parents, growing up, she never imagined the career she has today. “It was unclear to me what career paths were available because I wasn’t surrounded by creative professionals in any way,” says Prempeh. “Apart from traditional professions like doctor, lawyer, so on and so forth, there wasn’t really a sense of what other things I could be. I had never heard of a creative agency when I was young, so I very much learned and made it up along the way.”

Her academic path took her to Oxford University, where she studied Philosophy, Politics, and Economics, a combination that she credits for her critical thinking skills and ability to see the interconnections between various fields. “This sense of being able to bounce between different subjects, but also see how they hold a relationship is central to everything that I do now,” she says. “It’s possible to look at the different elements of my work and see them as their own buckets, but in seeing them as things that are interlinked and taking learnings from one and applying them to the other—I’ve found that really satisfying.”

Beyond that satisfaction, the foundation Prempeh built through her studies created space for her skills to take root and bloom. Her ability to not only identify, but also illuminate the interconnectedness of technology, culture, and storytelling led her from a career in marketing and media to creating A Vibe Called Tech. Upon noticing the issues that were arising when it comes to AI and facial recognition with Black faces, Prempeh was inspired to start the innovative creative agency. “That was me noticing that there is this issue with a marginalized community that isn’t explored,” says says. “There are stories in this community that aren’t being told and a dialogue with this community that isn’t taking place.” That realization of the lack of dialogue between tech leaders and the Black community, paired with Prempeh’s previous work experiences led to the evolution of her agency. 

“Coming from a marketing background made me think, ‘what marketing dialogues aren’t happening between brands and Black communities? What stories aren’t being told there?’ Then that spread wider, into not just the Black community, but how do we make sure there’s intersectionality in all the work that we do?” she says. “I’m a Black woman and my creative director, Lewis, is a gay man. We wanted to tell stories that hadn’t been explored before.”

One of Prempeh’s standout projects with A Vibe Called Tech was a groundbreaking campaign with Gucci, shot in Ghana. “It was the first time Gucci had shot a campaign in Ghana or Africa, actually,” she says. The campaign not only created significant buzz but also contributed to changing perceptions about shooting high-fashion campaigns in Africa.

That type of trailblazing and original storytelling is what she strives for. “There are a number of other agencies who they could go to just shoot some images and get those images up on billboards or on Instagram. When they come to us, it’s usually because they can see that there’s a particularly worthwhile story to be told about something that they are doing.”

Embracing diversity and inclusion isn’t just a moral imperative, it’s a strategic method for businesses who’d like to continue to grow. Harvard Business Review reported that perceived inclusion played a primary role in purchase decisions for 87% of consumers who identify as nonbinary, 61% of Black consumers and plus-size consumers, 63% of Gen Z consumers, and 38% of white consumers. “My hope is that we’ve been able to demonstrate that there is no inconsistency between making work that is commercially viable and making work that is creatively interesting,” says Prempeh. “That engagement with new storytelling can be received really well and that brands don’t need to be scared of getting into the complexities of that.” She pointed out that in the aftermath of the Black Lives Matter movement of 2020—which she refers to as a moment, because of the way it has appeared to end among corporations and leaders— some brands have taken a step back from engaging. “I want our work to continue to show that this space doesn’t have to be fraught,” she says. “It can be really positive and the quality of work can be really strong. Having storytelling that tells the narrative of lots of different communities can only ever be a positive thing.”

Her book, “Now You See Me: An Introduction to 100 Years of Black Design,” published in February, is another testament to her dedication to uncovering and sharing untold and diverse stories. “It came from realizing what gaps existed in my own knowledge. I had a conversation with a friend about Ann Lowe, and realized I had no idea who Ann Lowe was (Ann Lowe was an Black American fashion designer, best known for designing the ivory silk taffeta wedding dress worn by Jacqueline Bouvier when she married John F. Kennedy in 1953. She was the first African American to become a noted fashion designer.) As someone who cares about design and creative icons, I had no idea she existed. That led me down a rabbit hole to learn more about who else I am unaware of as I uncovered stories that could be useful for people hoping to understand their own place in the canon.” 

Prempeh’s influence extends beyond her agency. She serves on the board of Tate Enterprise and consults for the Royal Academy of Arts. These roles allow her to advocate for broader engagement and inclusivity within major cultural institutions. “I really want to see big public institutions do well and thrive and support the wider creative community—which is what I think their role is. To almost act like this creative and practical hub for the creative ecosystems that exist around them,” she says.

Although her career path was filled with unknowns, Prempeh’s working to ensure that the next generation has a roadmap to reference. That is a significant source of motivation and inspiration as she continues to embark on her own creative journey. “With Vibe, we’re creating our own paths and institutions, in order to make things better for the generation that comes after us.”  

Through her work, she is not only shaping narratives but also paving the way for creatives to explore and celebrate their own stories. “Never think that your idea is too niche, because even the most niche pieces of storytelling or the most niche ideas can have a universal impact,” she says.

Along the way, she encourages those following in her footsteps to embrace the twists and turns of their own journeys. “I think we’re very much conditioned for there to be a straight line between what our original ambition is and where we end up,” she says. “We evolve as people, on a daily basis. It’s okay for your journey to evolve too.”