Class of 2021

For 3 weeks in February 2020, I went back to where if all started – varsity. I completed my BA Information Design degree nearly a decade ago. After collecting invaluable experience and knowledge in the creative industry, it was time to bestow some wisdom and 'a wake-up call' on our future designers.

My students reminded me of the bright-eyed students we were – optimistic in our thinking, unrealistic and unconfined. They are being challenged to think and think differently, to push their ideas, to be daring, create the new and different. In a group of 40 young adults with tremendous potential, I couldn't help but wonder why they weren't being braver, more experimental and grabbing the opportunity with both hands and having some fun with it?

"All great ideas start with accepting that you don't know."

Lucas de Man, Design Indaba 2019.

This is such a true quote. On the verge of leaving the safe university environment, students should embrace not knowing and learn from their trials, errors, and failed experiments.

The class of 2021, also known as Generation Z, care about improving the world and actively choose brands that work to make the world a better place. Authenticity and meaningful interactions are extremely important. Authentic and meaningful designs and ideas are too. This is the informed generation, with information at their fingertips at all times. While platforms like Pinterest offer valuable desktop research, insights into design trends and 2021's Pantone colour of the year, these digital resources are limiting fresh ideas and unconfined brainstorming. Their ideas are following trends instead of setting new ones.

This is yet to dawn on them, but this talented group has an important role in creating the authentic and meaningful brands they seek out. To achieve this, their designs need to have heart, meaning and strive to inspire action. Towards the end of my 3 weeks on campus, each student's individuality, authenticity, and voice was surfacing – a very exciting time.

Design(ers) in the 'real world' need to be responsible, ethical, and sustainable. Design(ers) need to keep up with trends while creating the timeless brands we reference 50 years after they were created. We create campaigns that speak to consumers on a personal level, we shock and excite our audience, and we create a sense of belonging and pride. Design is a powerful way of thinking, problem-solving and creating.

My short stint at lecturing made me think... Do professional designers and creatives break the rules often enough? Do we experiment often? Or do we resort to tried and tested formulas when it comes to designing a logo or creating a brand?

What I learned at university this year, is that great, conceptual, design thinking is brewing in the minds of the class of 2021. It is up to us to welcome them to our inspiring, challenging, ever-changing industry.

Looking forward to returning to class soon...

Amori Cox

Creative Director, Designer, Creative Strategist... Design Lecturer