AWARDS
STUDENT OF THE YEAR: Dominic Hobbs Judges swayed by refreshing and diverse approach
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his year there were three finalists, all from different institutions: the University of Johannesburg’s (UJ) graphic design department, the Creative Academy and Red & Yellow. Vega decided not to enter any of its students this year, given the disruption caused by the Covid-19 pandemic. We hope to welcome it back next year. This year’s finalists, Dominic Hobbs, Jenna Cawood and Jessica Graham, were all particularly strong contenders for the Student of the Year Award, and good examples of the resilience displayed by the class of 2020. This is the fourth consecutive year that UJ’s graphic design department has had a finalist. Its entrants, however, have never actually won the award as it has always ended up being scooped by students from Cape Town, Stellenbosch or Durban. That’s no longer the case. This year’s winner is Hobbs, a student doing honours in communication design at UJ. He is particularly motivated by social activism, which he has made the focus of his final theory and practical projects. Hobbs presented an incredible portfolio, said the judges. His approach to media, and the ease with which he mixed medias and disciplines, is exciting. His entry showed the extent to which he applied himself in a refreshing and diverse way. Hobbs’s graphic design lecturer, Christa van Zyl, reveals that what makes him stand out is his maturity, a passion for communicating clearly and a love of excellent design, typography and illustration. “Due to his background in music, he has a very good sense of rhythm in his design, as well as a natural affinity to layout, typography and excellent conceptual ability.” She adds that his work is experimental, yet understandable. He is an excellent illustrator and interested in experimenting in mediums and new software, says Van Zyl. Graham is doing a BA in visual communications at Red & Yellow, majoring in graphic design. Next year she will attend the University of Cape Town to do a postgraduate diploma in disability studies, as she intends to further her knowledge of disability theory so 26 - AdFocus 2020
Jessica Graham
Dominic Hobbs
that she can apply it to her activism and creative design work. She has also applied for the M&C Saatchi Abel graduate programme to further her design knowledge. Graham, said the judges, was noteworthy as evidenced in her work. It was clear that she has worked hard and presented her work in a distinct and brave way, showing what can result when talent is nurtured. Her entry was robust and engaging, and she put her heart on her sleeve. Her portfolio exhibited meticulous attention to detail and was the largest of all the entries, coming in at an impressive 74 pages, rich with love and absolute precision. When her lecturer was informed that Graham had made it to the finals, the response was: “She is our top student and though she doesn’t like to be identified as such, she is disabled. Despite the extreme challenges of living with her disability, she is plucky and resilient, hard-working and passionate about design. She inspires us all.” Student jury member Elizabeth Mokwena from Unilever says she was inspired by the students’ use of creativity to address many of the socioeconomic and political issues SA faces, with each bringing a unique point of
Jenna Cawood
view to topical issues. “I found the passionate critiquing of student work on its ability to un-stereotype the creative industry very refreshing. It was clear from the onset that ‘safe and same’ is not the standard.” All three finalists will be a huge asset to the advertising and creative industries, maintains AdFocus jury chair, Tumi Rabanye. “The danger, however, is that their extraordinary talent will be absorbed into an agency and then boxed into a junior role. “The industry has a responsibility to keep talent of this calibre inspired and nurtured to its apex.” Lynette Dicey
