our Story
Discover where it all began, the inspiration, the vision, and the journey that transformed The Urban Legend into a global universe.
Josef Tzegai Yohannes
Josef Tzegai Yohannes
In 2010, Josef Tzegai Yohannes had a simple but powerful idea. He wanted to create the kind of superhero he wished had existed when he was younger—one children from all backgrounds could see themselves in. Inspired by his travels in several African countries and the children he met along the way, Josef imagined The Urban Legend: a hero who speaks for those without a voice and stands up when others cannot.
The idea didn’t come easily. In Norway, the project was met with skepticism and resistance. But Josef believed deeply in the story he was trying to tell. Refusing to give up, he brought The Urban Legend to Comic-Con in San Diego, where the project finally found its audience. The response led to a publishing deal, and soon after, The Urban Legend was featured in USA Today, marking the moment the story stepped onto the global stage.
In 2014, the journey reached a defining milestone when The Nelson Mandela Foundation invited Josef to become a Nelson Mandela Ambassador. Together, they launched educational initiatives for schools in South Africa and created a special series for children—transforming The Urban Legend from a comic into a meaningful tool for learning, empowerment, and dialogue.
As the impact grew, so did the recognition. Josef and The Urban Legend were honored with the Best Entrepreneurial Artist Award at the Nordic Startup Awards (2018) and later the OXLO Award (2021) for their contributions to inclusion, diversity, and social change.
In 2010, Josef Tzegai Yohannes had a simple but powerful idea. He wanted to create the kind of superhero he wished had existed when he was younger—one children from all backgrounds could see themselves in. Inspired by his travels in several African countries and the children he met along the way, Josef imagined The Urban Legend: a hero who speaks for those without a voice and stands up when others cannot.
The idea didn’t come easily. In Norway, the project was met with skepticism and resistance. But Josef believed deeply in the story he was trying to tell. Refusing to give up, he brought The Urban Legend to Comic-Con in San Diego, where the project finally found its audience. The response led to a publishing deal, and soon after, The Urban Legend was featured in USA Today, marking the moment the story stepped onto the global stage.
In 2014, the journey reached a defining milestone when The Nelson Mandela Foundation invited Josef to become a Nelson Mandela Ambassador. Together, they launched educational initiatives for schools in South Africa and created a special series for children—transforming The Urban Legend from a comic into a meaningful tool for learning, empowerment, and dialogue.
As the impact grew, so did the recognition. Josef and The Urban Legend were honored with the Best Entrepreneurial Artist Award at the Nordic Startup Awards (2018) and later the OXLO Award (2021) for their contributions to inclusion, diversity, and social change.
Josef Tzegai Yohannes
In 2010, Josef Tzegai Yohannes had a simple but powerful idea. He wanted to create the kind of superhero he wished had existed when he was younger—one children from all backgrounds could see themselves in. Inspired by his travels in several African countries and the children he met along the way, Josef imagined The Urban Legend: a hero who speaks for those without a voice and stands up when others cannot.
The idea didn’t come easily. In Norway, the project was met with skepticism and resistance. But Josef believed deeply in the story he was trying to tell. Refusing to give up, he brought The Urban Legend to Comic-Con in San Diego, where the project finally found its audience. The response led to a publishing deal, and soon after, The Urban Legend was featured in USA Today, marking the moment the story stepped onto the global stage.
In 2014, the journey reached a defining milestone when The Nelson Mandela Foundation invited Josef to become a Nelson Mandela Ambassador. Together, they launched educational initiatives for schools in South Africa and created a special series for children—transforming The Urban Legend from a comic into a meaningful tool for learning, empowerment, and dialogue.
As the impact grew, so did the recognition. Josef and The Urban Legend were honored with the Best Entrepreneurial Artist Award at the Nordic Startup Awards (2018) and later the OXLO Award (2021) for their contributions to inclusion, diversity, and social change.
STEVE BAKER
STEVE BAKER
For over a decade, Steve shared studio space with Fused Magazine and has since continued his creative journey between his home in Birmingham, UK, and his second home in Brazil. His international client list includes major global brands and cultural institutions such as Mattel, Virgin, BBC, Capcom, Xbox, Levi’s, Spinach Japan, Dazed & Confused, Esquire, Sega, Magma Books, Graniph, Nokia, Lascivious, Disney, and Channel 4, among many others.
Steve has contributed to numerous award-winning projects, including work recognized at the CIPD Design Awards (2003) for Codemasters, and the Roses Design Awards and Leipzig Awards (2009) in collaboration with Fluid Design for Sega.
Beyond visual art, Steve has deep roots in music and underground culture. He previously managed Coldrice, a legendary underground music event and record label in Birmingham, and performed in the rock band n’Copter. He now spends his time which he was Black Mekon.
For over a decade, Steve shared studio space with Fused Magazine and has since continued his creative journey between his home in Birmingham, UK, and his second home in Brazil. His international client list includes major global brands and cultural institutions such as Mattel, Virgin, BBC, Capcom, Xbox, Levi’s, Spinach Japan, Dazed & Confused, Esquire, Sega, Magma Books, Graniph, Nokia, Lascivious, Disney, and Channel 4, among many others.
Steve has contributed to numerous award-winning projects, including work recognized at the CIPD Design Awards (2003) for Codemasters, and the Roses Design Awards and Leipzig Awards (2009) in collaboration with Fluid Design for Sega.
Beyond visual art, Steve has deep roots in music and underground culture. He previously managed Coldrice, a legendary underground music event and record label in Birmingham, and performed in the rock band n’Copter. He now spends his time which he was Black Mekon.
STEVE BAKER
For over a decade, Steve shared studio space with Fused Magazine and has since continued his creative journey between his home in Birmingham, UK, and his second home in Brazil. His international client list includes major global brands and cultural institutions such as Mattel, Virgin, BBC, Capcom, Xbox, Levi’s, Spinach Japan, Dazed & Confused, Esquire, Sega, Magma Books, Graniph, Nokia, Lascivious, Disney, and Channel 4, among many others.
Steve has contributed to numerous award-winning projects, including work recognized at the CIPD Design Awards (2003) for Codemasters, and the Roses Design Awards and Leipzig Awards (2009) in collaboration with Fluid Design for Sega.
Beyond visual art, Steve has deep roots in music and underground culture. He previously managed Coldrice, a legendary underground music event and record label in Birmingham, and performed in the rock band n’Copter. He now spends his time which he was Black Mekon.
The Journey
The Journey
Our Origins : 2010
From One Idea to a Global Hero
From One Idea to a Global Hero
From One Idea to a Global Hero
In 2010, Josef Yohannes created The Urban Legend with a clear vision: to develop a superhero who was different , a hero for our time. A character who stood apart from traditional superheroes and could inspire, engage, and entertain through stories with a message people around the world could relate to.
In 2010, Josef Yohannes created The Urban Legend with a clear vision: to develop a superhero who was different , a hero for our time. A character who stood apart from traditional superheroes and could inspire, engage, and entertain through stories with a message people around the world could relate to.
In 2010, Josef Yohannes created The Urban Legend with a clear vision: to develop a superhero who was different , a hero for our time. A character who stood apart from traditional superheroes and could inspire, engage, and entertain through stories with a message people around the world could relate to.
January 2012
Rejected by every publisher
Rejected by every publisher
Rejected by every publisher
The first issue of The Urban Legend was released in 2012 and was well received by readers. However, the project was met with strong skepticism within the publishing industry, and every publisher Josef approached declined the series.
The first issue of The Urban Legend was released in 2012 and was well received by readers. However, the project was met with strong skepticism within the publishing industry, and every publisher Josef approached declined the series.
The first issue of The Urban Legend was released in 2012 and was well received by readers. However, the project was met with strong skepticism within the publishing industry, and every publisher Josef approached declined the series.
July 2012
WE secure a deal at Comic Con !
WE secure a deal at Comic Con !
During Comic-Con, The Urban Legend secured a deal that soon brought the series to the pages of the United States’ largest newspaper, USA TODAY, reaching an audience of over 70 million readers. Here, The Urban Legend was selected ahead of iconic superheroes such as Batman, Hulk, The Avengers, and Spider-Man — a moment that marked the series’ major international breakthrough.
During Comic-Con, The Urban Legend secured a deal that soon brought the series to the pages of the United States’ largest newspaper, USA TODAY, reaching an audience of over 70 million readers. Here, The Urban Legend was selected ahead of iconic superheroes such as Batman, Hulk, The Avengers, and Spider-Man — a moment that marked the series’ major international breakthrough.
November 2014
INVITED BY THE MANDELA FOUNDATION
INVITED BY THE MANDELA FOUNDATION
INVITED BY THE MANDELA FOUNDATION
The Nelson Mandela Foundation invites Josef to South Africa as a Mandela Ambassador. Together, they introduce The Urban Legend into schools as an educational tool, using comic books to inspire students to reflect on courage, equality, justice, and hope — values that were at the heart of Nelson Mandela’s life and legacy.
The Nelson Mandela Foundation invites Josef to South Africa as a Mandela Ambassador. Together, they introduce The Urban Legend into schools as an educational tool, using comic books to inspire students to reflect on courage, equality, justice, and hope — values that were at the heart of Nelson Mandela’s life and legacy.
The Nelson Mandela Foundation invites Josef to South Africa as a Mandela Ambassador. Together, they introduce The Urban Legend into schools as an educational tool, using comic books to inspire students to reflect on courage, equality, justice, and hope — values that were at the heart of Nelson Mandela’s life and legacy.
2016
FROM COMIC BOOK TO SCHOOL CURRICULUM
FROM COMIC BOOK TO SCHOOL CURRICULUM
FROM COMIC BOOK TO SCHOOL CURRICULUM
The Urban Legend becomes part of school education in Norway, South Africa, Eritrea, and Brazil. Through special editions that address topics such as mental health, bullying, first aid, racism, and climate, the comics are used as educational tools in the classroom. Several of the editions are also translated into different languages to reach even more students. Schools and teachers report the positive impact the stories have on students—creating engagement, reflection, and important conversations about issues that affect their everyday lives.
The Urban Legend becomes part of school education in Norway, South Africa, Eritrea, and Brazil. Through special editions that address topics such as mental health, bullying, first aid, racism, and climate, the comics are used as educational tools in the classroom. Several of the editions are also translated into different languages to reach even more students. Schools and teachers report the positive impact the stories have on students—creating engagement, reflection, and important conversations about issues that affect their everyday lives.
The Urban Legend becomes part of school education in Norway, South Africa, Eritrea, and Brazil. Through special editions that address topics such as mental health, bullying, first aid, racism, and climate, the comics are used as educational tools in the classroom. Several of the editions are also translated into different languages to reach even more students. Schools and teachers report the positive impact the stories have on students—creating engagement, reflection, and important conversations about issues that affect their everyday lives.
2016-2019
FROM INDIE COMIC TO A CULTURAL VOICE
FROM INDIE COMIC TO A CULTURAL VOICE
The Urban Legend gains growing international recognition — from stages like New York Comic Con to collaborations with global institutions. New seasons of the series are launched, campaigns against bullying and other social challenges are rolled out, and the comic books are introduced as educational tools in schools across several countries. Through storytelling, The Urban Legend continues to inspire young people and contribute to important conversations about justice, responsibility, and hope.
The Urban Legend gains growing international recognition — from stages like New York Comic Con to collaborations with global institutions. New seasons of the series are launched, campaigns against bullying and other social challenges are rolled out, and the comic books are introduced as educational tools in schools across several countries. Through storytelling, The Urban Legend continues to inspire young people and contribute to important conversations about justice, responsibility, and hope.
The Urban Legend gains growing international recognition — from stages like New York Comic Con to collaborations with global institutions. New seasons of the series are launched, campaigns against bullying and other social challenges are rolled out, and the comic books are introduced as educational tools in schools across several countries. Through storytelling, The Urban Legend continues to inspire young people and contribute to important conversations about justice, responsibility, and hope.
2021-Present day
A GROWING MOVEMENT
A GROWING MOVEMENT
Through special editions addressing themes such as social justice, national tours, and recognition through awards for diversity and inclusion, The Urban Legend has grown to become more than just a character — it has become a movement. With stories that inspire and engage, the mission continues and the journey is far from over. The story of The Urban Legend is still being written.
Through special editions addressing themes such as social justice, national tours, and recognition through awards for diversity and inclusion, The Urban Legend has grown to become more than just a character — it has become a movement. With stories that inspire and engage, the mission continues and the journey is far from over. The story of The Urban Legend is still being written.
Through special editions addressing themes such as social justice, national tours, and recognition through awards for diversity and inclusion, The Urban Legend has grown to become more than just a character — it has become a movement. With stories that inspire and engage, the mission continues and the journey is far from over. The story of The Urban Legend is still being written.