A trip into the Emerging Creative programme

The Design Indaba Expo and Conference is held annually in Cape Town, the 2014 design capital of the world, to expose and honour the phenomenal talent within South Africa’s creative industry.

The expo is a sphere for creatives to share their talents in advertising, craft, decor, fashion, product design, industrial design, new media, publishing, visual art, jewellery design and graphic design; it has grown to be the largest curated creative event in the Southern Hemisphere. It has become a powerful platform for designers to uncover their talent to the public and industry.

In 2005 the Emerging Creatives programme was established to nurture new creative talent, knocking down the barriers of entry into the industry for those just getting started. Through a strict application process, it brings together the best emerging talent within South Africa and bridges the gap between these creative younglings and the world. As part of the programme, the selected creatives receive flights, accommodation, food, transport, and a vendor stand at the expo to show off their creations.

I was one of the lucky ones to make it into the programme, and I am taking this opportunity, as a fellow FADA student, to share my experiences as a Design Indaba Emerging Creative. When

I got the news that I was chosen to attend the Indaba I was overwhelmed with excitement. The years of studying paid off. It hit me- it’s not just a free trip to Cape Town, but one of the greatest opportunities to get my name out there and make my mark in the industry. I think I can speak on behalf of all the emerging creatives when I say it was a month of stress, sleepless nights and hard work, trying to pull everything together- creating and crafting a unique brand of the highest standard.

The day finally arrived. I left for OR Tambo airport, not knowing what to expect. Standing at the boarding gate of my flight, covered in bags with all my products and tools, I noticed a man sitting on the floor with planks of wood next to him. He looked worn out beyond measure. I immediately felt a tad bit better, knowing I found someone in the same boat as I was. I went over to talk to him; he was also an ex-FADA student, from the Industrial Design department. Later that day I was introduced to the rest of the Emerging Creatives, forty incredibly talented individuals from around South Africa. The understanding and bond that we all had as Emerging Creatives was incredible. During the course of the day we were given talks by past participants as well as leading figures in the creative industry. I was surrounded by talent. It was refreshingly inspirational.

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Nandos expo standThe Emerging Creatives

Neil Graham: 2011 FADA Industrial Design

The next five days entailed setting up the expo stand and then being there to sell yourself, sell your product, meet people, make contacts, network, make money and gain exposure. The expo hall was filled was the most beautiful, clever, extraordinary designs. I felt proud to be a South African designer. There’s really so much talent in our country, it’s unbelievable! My main purpose in being at the expo was to promote my brand, “Zeero Design”, which includes a range of work that I have done (www.behance.net/ZaheerRandera). In addition, I used the opportunity to launch a new product, Krafty- a cell phone charging shelf, which combines illustration with product design. The expo undeniably brought with it great opportunities, including offers for positions with many agencies, including the likes of Draft FCB and Ogilvy Cape Town. My product sold out completely and received interested from a number of buyers.

All in all, the Emerging Creative programme was remarkable. Apart from the FREE trip to Cape Town, and FREE food, it was a highly positive and ultimately rewarding experience. It was a platform for exposure, growth, opportunity and enlightenment. I would definitely recommend it to you all at FADA. Always stay inspired, work hard, be creative and capture whatever opportunities come your way.

A big thank you to Christa Van Zyl, Dierdre Pretorius and Martin Bolton for making this all possible.

Written by Zaheer Randera

Christi Dutoit: Illustrator

Kev Makonga

Vukile Batyi

Krafty

My expo stand