We had the opportunity to speak with Daniel Abudu recently. We chronicled his early start in design, studying Computer Science at UNILAG, how Twitter assisted with his career growth, working with FourthCanvas, and his experience with Webflow.
It goes without saying that Daniel Abudu is a very adventurous human being, a personal trait that manifests in his view of work. When asked, Daniel describes himself as “someone trying to find progress”. Looking through the lenses of a career trajectory that has seen him go from Logo Design to Product Design and even Webflow, there happens to be a lot of truth to that sentiment.
“I had a brief phase where I considered pursuing art. I used to draw a lot and dabbled in digital arts, so I contemplated that.” Daniel shares of his early days, before eventually opting to start a career in Design. A graduate of Computer Science from the University of Lagos, he describes that time as a “rollercoaster”, one where he found himself constantly contemplating what he wanted to do. It was during this period that he got his early nudgings toward designing logos, a field he admits was not one he was particularly knowledgeable about.
“People around me were nudging me toward graphic design, but back then, my perception of graphic designers was rather limited. I saw them as people who just created logos and flyers, which didn’t quite appeal to me. At that point, I lacked the exposure I have now; that graphic design encompasses a much broader spectrum of work. Then, I honestly associated it with what I considered to be low-quality work, and it didn’t resonate with me. However, one thing led to another, and I ended up designing a logo for someone.”
Designing logos was a relatively short stint, however, one that eventually led him toward the then-obscure world of UI/UX Design. In a candid assessment, Daniel admits that most of his logo designs weren’t all that spectacular. “I dabbled in creating logos and worked on designing flyers and promotional materials for NGOs while still in school. To be fair, the designs were not exceptional but they served their purpose,” he says. It was during this time that he was introduced to UI/UX by a friend, a field he mentions he already had some minor experience with prior; whilst designing game interfaces for a school project. Over the next two years, he recalls experimenting and dabbling with UI/UX Design, before eventually landing a role at a startup.
“I joined this startup around 2018/2019 and unfortunately, it didn’t pan out well. It’s the typical story of many startups—financial losses and eventual layoffs. We were let go just before the onset of the pandemic in 2020. Looking back, that job lasted around a year, which, ironically, is probably the longest full-time job I’ve had.”
Another thing we’re quick to learn about Daniel is how struggling with coding was one of the factors behind starting in design. But it wasn’t the inherent difficulty in coding that was the challenge, he says. It was more the environment that he had to learn to code that posed the problem.
“I struggled with coding. Coding can be quite challenging, yes; but in my case however, I don’t think it was the inherent difficulty of coding that was the main issue. I struggled with coding due to the environment I was in. I had a hard time at Unilag and with the atmosphere surrounding it. I didn’t mesh well with the school and the overall environment. I think I transferred that dislike to coding, creating a mental barrier that hindered my progress in software engineering.”
A glance at Daniel’s LinkedIn profile would reveal his status as one of the premier Webflow Creators in Nigeria. In a post dated 8 months ago, he shared his acceptance into the Webflow Professional Partner Program and his status as the first Nigerian to be listed on the Webflow Expert Directory. A look through his social profiles would also reveal his outspoken nature on all things Webflow. Still, according to him, his entry into Webflow was not a direct route and was initially intended to be just a side gig.
“I had done Product Design for a while and even did some work for a logistics company. But the issue was that I became bored after a while. It was during this search for creative stimulation that I revisited Photoshop and started working on Photo Manipulation” he shares. During this time, Daniel had become very active on Twitter, a move he says was borne out of a need to put himself “out there” and to find a community. “Before this phase, I faced a period where I felt stuck in my design journey. I lacked exposure and connections, and my designs weren’t as great as I wanted them to be. Realizing I needed a community, I turned to Twitter to find design networks. It just clicked in my head that there had to be design communities on Twitter.”
A string of viral posts and designs later (including one famous 2020 highlight post), and he had managed to create some substantial imprint for himself both on Twitter and LinkedIn. “Building a social media presence became a priority for me. I realized that although nobody knew me online, I needed to establish connections and create my community. I strategically categorized the people I followed into two groups: those I respected and could learn from, and those likely to follow me back. This deliberate strategy was just a shot at expanding my social media presence on Twitter and LinkedIn.”
It was during this time however that he came across a few tweets that spiked his interest and early introduction to the world of Webflow. According to him, he had once again grown disillusioned with Photoshop and Photo Manipulation and searched for another means to explore his creative side. This period also coincided with the pandemic, a time that brought about its own share of mental blockade.
“Webflow turned out to be the perfect fit. Not only did it provide me with the mental stimulation I craved, but it also offered a unique angle to stand out. I knew that if I could create a portfolio of web designs for fellow designers, it would help me establish my presence in their network and elevate my status in the design community.
Webflow was initially intended to be a side gig, but you know how these things go. It gradually became intertwined with one of the startups I was working for at the time. I saw an opportunity to accelerate my learning by connecting it to the job I was doing. They needed a solution like Webflow, and I needed to learn faster, so I proposed building their website with it. They agreed, and that’s how Webflow seamlessly wove its way into my career journey.”
For Daniel, Social Media continued to play a very important tool in his career trajectory. In his own words, “I realized that a powerful way to secure gigs was to be noticed on social media. Social media has been an experimental ground for me throughout my career. I concluded that it’s one of the best methods to secure work when you don’t have connections. To maximize this, I decided to create and showcase as much Webflow-related work as possible on platforms like Twitter and LinkedIn. This consistent sharing became a significant turning point for me, leading to greater recognition on both platforms and essentially sparking a rebranding phase.” It was this visibility that eventually got him into the notice of companies and brands that wanted to work with Webflow, including FourthCanvas. He shared the details of working with 4C on a project for Pesa, dealing with his coding challenges, and how he ranks this project as one of his most fulfilling ones yet.
“Recently, FourthCanvas brought me on board as a Webflow developer for a rebranding project they were working on for a fintech company named Pesa. Initially, when Victor contacted me, I assumed it would be a standard Webflow project. I had wanted to collaborate with FourthCanvas for years, so I took the opportunity. However, once I began the project, I discovered a requirement that involved coding—a skill that wasn’t my strong suit, as you might recall. Although Webflow necessitates some coding knowledge, whether acquired beforehand or during the process of learning Webflow, I’ve never been particularly fond of coding.
Still, I had already committed to the job, so it was an “all die na die” sort of thing for me. The task was expected to be relatively straightforward, but since I hadn’t actively coded for years, I had to reacquaint myself with the process. Essentially, the project entailed developing a typical Webflow site along with a currency calculator. The calculator was intended to fetch data from an API and perform currency conversions—a task that might be basic for an experienced developer. However, the fact that I managed to achieve it, even with assistance from Google and AI, was very fulfilling”
Looking into the future, Daniel Abudu says he wants to be able to do work that matters and constantly stimulates him. His goals include achieving a level of work flexibility where he can decide what he wants to do, and how he wants to do it. The short-term vision is to continue to refine his skills as a designer and his efficiency when working with clients. These days, he finds himself taking on a more holistic function in the web development process, a pathway he intends to continue to explore.
“I’ve taken on the role of a web designer responsible for the entire process—from design to development. The client manages the content, but everything else, including design and development, falls under my responsibility. So, in essence, I’m functioning as a comprehensive web designer, handling all aspects. Usually, when clients ask for web design, they don’t necessarily anticipate providing the design directly to the developer; they expect a more complete service. My focus has shifted to dedicating more toward taking control of both ends of the development process.”
Design in Nigeria according to Daniel is also still very much in its infancy and several communities are creating more and more resources for both new and veteran designers. To him, new designers and anyone interested in getting into the space should make networking very important. But not the sort of one-sided networking that’s prevalent with people trying to get into spaces that have perhaps been built over the years. He instead encourages designers to build with peers and create circles that will last for years. “It’s more beneficial to network with peers at your level and grow together,” he says. “By connecting with those who are facing similar challenges, you’re likely to provide better mutual support since everyone is learning from different perspectives.”
For Daniel, there’s still a lot to do and a lot to explore. Still, he looks forward to what the future holds. And with a career trajectory that has seen him navigate several competencies, it’s no surprise that for him, every day is a new day.