Vega: The Adobe Design Achievers Awards
The Adobe Design Achievers Awards (AADA), one of the largest print and digital design student competitions in the world, has selected four student teams from Vega, an educational brand of The Independent Institute of Education (The IIE), to go through to the AADA 2017 semi-finals.
“The AADAs offer young designers the opportunity to launch their careers and pursue their dreams, making the semi-finals a unique opportunity sought after by many South African students,” says Dr Carla Enslin, Academic Head at Vega. “Vega encourages students to take part in events like the AADAs to broaden their horizons and give them a chance to gain experience within their chosen industries.” One of the four finalists, BLOOM by third-year students Lusanda Buthelezi and Ayesha Kaprey, confronts the challenge of access to free feminine hygiene products for young girls by creating a brand that makes sanitary pads free to the public. Its punchy tagline reads, “Periods should end sentences, not dreams.”
LOG INTO THE HOTEL by third-year Vega students André de Jager, Michaela Chante, Lusanda Buthelezi, and Ayesha Kaprey, reimagines the traditional hotel experience using smart phone technology for more seamless guest interactions.
Jason Walden, a third-year design student, submitted two projects – FOIL HAT and OVERDOSE. Foil Hat is a conceptual brand derived from the popular myth that wearing a hat made of foil offers protection from “alien-like brainwaves”, and Overdose stems from Walden’s personal experiences battling chronic anxiety and stress with the use of prescription medication from a young age.
“The students drew inspiration from their environments, personal experiences, and the social and economic landscape of South Africa to conceptualise and execute these incredible projects, that deserved to be recognised on an international platform like the AADAs,” says Dr Enslin.
Students’ submissions varied from print to video editing and motion graphics, and were categorised by commercial design, fine art and social impact. A diverse judging panel made up of creative directors and professional creatives from Adobe Inc. and agencies worldwide was selected to evaluate and provide valuable feedback on each semi-finalist’s entry. AADA winners will have the opportunity to participate in the exclusive Adobe ico-D Mentorship Programme, run by accomplished creative professionals from ico-D’s and Adobe’s global network.
Students that make it through to the final round will also receive detailed feedback on their submissions from industry leaders, along with access to career bootcamps, internships, and a once-in-a-lifetime opportunity to travel to Las Vegas to attend Adobe MAX 2017. Along with the four semi-finalists, Vega also congratulates all contenders on their submissions.
For information on Vega and its unique approach to holistic and experiential-based learning, visit www.vegaschool.com.