Amsterdam / Typographer

KEVIN ROOI: ON THE PURPOSE OF BEING TRULY UNDERSTOOD

Typographer, lettering artist and graphic designer Kevin Rooi uses visual language to bridge the gap between communication and understanding. His practice is rooted in the belief that type can create shared value- but true representation requires more than just being seen. Kevin advocates for a future where Black talent is structurally supported, not just appreciated. We discuss the power of typography, the necessity of guidance, and his vision for an industry that actively invests in collective growth.

"When they can relate to it, and it gives them a sense of value, communication, or understanding — that's what really makes my work meaningful."

AKUA STUDIOS:

What is your passion?

KEVIN:

I'm a graphic designer working at an agency called Joe Public. Other than that, my passion is typography — I see myself as a typographer or lettering artist. I'm really interested in the way we communicate, and how I can use typography as an art form to visualise that — to create emphasis and give it impact. I really enjoy that ability within typography, especially how communication translates into visual form. That's where my passion lies.

AKUA STUDIOS:

What is one moment in your work that made you feel most fulfilled?

KEVIN:

For me it is seeing the reaction of people when they experience my work. When they can relate to it, and it gives them a sense of value, communication, or understanding — that's what really makes my work meaningful. It gives more emphasis to what I do. I realize that especially when people see my work and connect with it — that's what matters most. Also, seeing their reactions afterwards is really important, because sometimes I get so focused on my work that I don't fully see it myself.

AKUA STUDIOS:

What do you do when you feel stuck in your creative process?

KEVIN:

I try to get out of my comfort zone. That could be spending time with friends, going to a different location, or changing my environment. Anything that takes me out of my day-to-day routine and helps me try something different.

AKUA STUDIOS:

What activities are essential for your well-being?

KEVIN:

For my well-being, I run regularly. I've been doing it for a while now, and I also joined a running club. It really helps me manage my anxiety.

AKUA STUDIOS:

What does visibility mean to you as a black creative in Europe?

KEVIN:

Visibility, for me as a Black creative, means being seen and understood. That can be difficult, because Black creators are often not very visible in the first place.

"I would like to see a future where we don't just appreciate talent from Black creatives or people from diverse backgrounds, but where we actively nurture and support it."

AKUA STUDIOS:

How would you wish to see the creative industries evolve in the next 5 years?

KEVIN:

In the next five years, I would like to see the creative industry evolve in a way where more Black creatives are coming forward and taking on higher positions. But also that they receive the support they need to grow.

Right now, the issue is that you can enter the creative industry, but there isn't always a clear structure of support or guidance to help you develop.

I would like to see a future where we don't just appreciate talent from Black creatives or people from diverse backgrounds, but where we actively nurture and support it. And I would like to see more people from diverse backgrounds represented overall.

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