Jones Martey: Ghanaian fashion and editorial photographer exploring Afro-modern narratives and refined visual storytelling | 54Ruum Spotlight

Jones Martey, professionally known as Barima Jones, is a Ghanaian photographer and visual storyteller specialising in editorial, fashion, and commercial imagery. As the founder and creative director of Project B Visuals, he is known for creating refined, intentional visuals that combine a minimal aesthetic with strong creative direction and narrative depth.

With experience working with clients and brands both locally and internationally, Barima has played a key role in helping emerging and established brands build their visual identity from the ground up. His approach treats every project as a visual story — carefully shaping light, mood, and composition to communicate a distinct and memorable narrative.

Rooted in an Afro-modern perspective and guided by a commitment to excellence, Martey’s work focuses on creating timeless imagery that elevates personal brands, strengthens brand presence, and meets a global visual standard.

How would you describe yourself in a few sentences?

I am naturally calm and reserved, but very observant — I pay attention to people, culture, and what is happening around me. Alongside photography, my love for fashion has played a significant role in shaping my eye, which naturally led me into fashion and editorial work, where storytelling, style, and identity come together.

On a lighter note, there is always plantain in my freezer. Frying kelewele is my personal reset — whether I am stressed, bored, or simply need to clear my head. It is my simple therapy and one thing I probably cannot live without.

How did you get started in photography?

I have always loved art from a young age, even though I did not know how to create anything myself. I was the quiet observer — admiring painters, writers, photographers, and anyone who could turn ideas into something tangible. That curiosity finally found direction when I joined my church’s media team with no experience. I had the opportunity to learn from people who knew the craft, and over time, I grew into it.

I did not stop there — I pushed myself by creating personal projects, sharing my work, and putting my vision out there. Those small steps gradually opened doors and brought in my first projects. That journey is what led me fully into photography.

What type of photography do you specialise in, and why this speciality?

My main focus is editorial, fashion, portrait, and commercial work. I have always been drawn to creating images that do not exist in mainstream media — shots that feel fresh, bold, and slightly unexpected.

There is a thrill in making something that excites me, even if I am the only one who fully understands how it came to be. I enjoy experimenting, exploring, and bringing ideas to life before anyone else tells me what should be created.

Editorial photography gives me the space to play and push boundaries. My love for fashion deeply informs my approach to fashion photography. It allows me to tell stories that are rarely told, finding unique and compelling ways to complement each narrative with the fabrics themselves.

Portraits allow me to connect with people, capturing sides of them they do not always show. Every shoot is an opportunity to see the world and the people in it through my eyes.

What are the main themes or ideas that inspire your photography?

The main Concept that inspires my photography comes from an Afro-modern perspective and a luxury-experience approach. I draw from archival stories and fuse them into contemporary lifestyle narratives, creating images that feel both timeless and current. Colours and tones are central to how I communicate, setting the mood and connecting viewers to the ideas behind each frame.

Equally important is how I use my surroundings — architecture, monuments, composition, and shadows — to complement and enhance the story being told. Every element in the frame becomes part of the narrative, allowing my images to resonate and connect with others on multiple levels.

What accomplishment or moment in your photography career are you most proud of?

Participating in a UNFPA photography competition aimed at raising awareness about early girl-child marriage. Out of many submissions, 16 images were selected, and I was honoured to be named the overall winner.

The image was exhibited at the British High Commissioner’s residence in Ghana, attended by ministers and other distinguished guests. Beyond the recognition, what meant the most to me was knowing that my work contributed to an important social cause.

As part of the project, my friends and I also visited the students involved and shared sanitary pads with them on Valentine’s Day — a simple but deeply meaningful moment that reminded me of the power of photography to create real impact.

What's the biggest challenge you've faced as a photographer?

Staying true to my niche, especially in a market like Ghana. Editorial and fashion photography are often seasonal, which makes building a consistent and reliable business around them quite challenging.

To navigate this, I have developed structured offerings tailored to specific client needs, which led to the creation of Project B Visuals. For now, it is helping me stay grounded while I continue to grow within my core focus.

If you could collaborate with anyone, who would it be and why?

Ozwald Boateng, Joshua Kissi, Amiri, Seventh Stores, Lukhanyo Mdingi and Guinness.

What do you think of the 54Ruum platform?

First of all, shout-out to the backend team. The site is very smooth. 54Ruum’s intention and focus are definitely not self-centred, and I commend the team for that. Storytellers like myself are heard because you use your platform to spotlight us.

How's the photography and art space in your country?

I have seen the space evolve over the years, and I must say I am proud of the progress. There is authenticity, originality, and meaningful collaboration, which is leading to proper visibility and strong outcomes.

What advice would you give to someone starting in photography?

I have seen the space evolve over the years, and I am really proud of the progress. There is more authenticity, originality, and intentional collaboration now, and it is leading to stronger visibility and better results for the work.