The Tribalhouse Institute

The Tribalhouse Institute for Creative Learning.

Presented for funding 2020

‘To educate & support both student and client. Support from education & business covering support for student as well as entrepreneurs and SMMEs growth programs’

All lessons are digitized and made available to remote students & PaidToLearn Channel to create funds for operation.

Student -------------------Identified Natural Creative Talent -------------------Educate disadvantaged over paid students -------------------Paid to Learn -------------------Life Support

Lecturer -------------------Educator -------------------Facilitates & manages the client & student experience -------------------On the job training -------------------Locally sourced ex-industry professionals

Client -------------------SMME -------------------Entrepreneur -------------------Business -------------------Social Development Fund -------------------International exchange & Internship

Entrepreneur ------------------------Start-Up Business ------------------------Collective Working & Learning ------------------------Support for both Entrepreneur & Designers ------------------------Prepare them for Business ------------------------Networking

Corporate ------------------------Students handle social awareness campaign for companies ------------------------In-house learning ------------------------Prepare students to be absorbed into corporate as in-house creative

All lessons are digitized and made available to remote students & PaidToLearn Channel to create funds for operation.

Advertising Agency ------------------------Internship ------------------------Upskilling ------------------------Students become up-skilled in client corporate identity to assist during peak times ------------------------Full-time employment option

International Connection -------------------------Exchange Program -------------------------Exposure to the International world of advertising & business -------------------------Knowledge share -------------------------Academic Support -------------------------Sponsorship -------------------------Franchise Options

The Tribalhouse Institute for Creative Learning Training & Education for Young Creatives in a Working Environment Exposed to Real Clients

The Tribalhouse Institute To educate and train young creatives/Graphic Designers empowering them to enter the creative industry. This can be extended to integrating, training and educating entrepreneurs.

To develop a self-starter / self propelled approach.

To build and sustain a “Praxis� institution that identifies and develops talent in marginalised communities.

To encourage new ideas and concepts in creative communication in the arena of technology and the 4th industrial revolution.

Urban, street-level, organic centres of excellence in creativity - a reservoir of talent and solutions.

Integrated work and learn collaboration with emerging entrepreneurs to grow small business

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

An interaction allowing both student & client to gain and understand the creative process

Vision

To train young talent in the discipline of creative communications. Particularly: Idea generation and visual design. To challenge mediocrity and the monopoly of large and multinational creative practitioners by choosing young talent based on passion and creativity and not over who can afford the tuition.

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Meeting | Lecture Room 1 Meeting | Lecture Room 2 Unisex WC

Deli | Coffee

Meeting area | Tables

Walk-in-relaxed-style environment with the aim to nurture the creative process & allow for organic learning

Aims Set-up centres of excellence to serve as a hub for: ●

Daily training over a 3 year period.

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A meeting centre for client - student interaction (the coffee shop)

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Self-sustaining, creative hub AKA The Coffee Shop. Franchise & Networking.

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Conducive environment for creativity. Collaborate with emerging entrepreneurs.

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Break the norm of only the privileged get into the creative industry.

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Create an ethos of creativity first then production.

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Establish a centre for all young creatives to bring creative problems/ business to and find the aid to complete the job.

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Client - Student link up & Networking.

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Offer Life Coaching to students & their families and include Financial Coaching to equip students with the ability to navigate the business environment.

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Build local & international institutions to resource and knowledge share. Work internationally.

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Student Work Stations Deli | Coffee

Meeting area | Tables

Unisex WC

Meeting | Lecture Room 1

Meeting | Lecture Room 2

Preparing young creatives to work & cope with the pressure of the advertising & design industry

Mission ●

To be the incubator of future creative talent that uses the theory of historical knowledge and the practice of the creative process both print and digital as a means to build organic development of creativity for a changing world. To aid in collaboration with emerging entrepreneurs to build new small business together.

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To be the leading, contextual creative institute that empowers communication at all levels of society.

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To train young creative thinkers and equip them with the highest level of skills necessary -Skills being Creative, Financial and Life Skills.

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To give clients a reservoir of new and alternative talent to draw on for fresh concepts.

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To break the mediocrity of the ‘cut-&-paste’ approach to creative communications.

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To create a means for marginalised young talent to break into a current elite industry -filled with those who had the privilege to afford it -and create opportunities to run viable businesses.

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Student Work Stations Meeting Lecture Room 1

Meeting area | Tables

All aspects of design is covered from Print/Traditional through to digital, NewMedia & FutureMedia

Meeting Lecture Room 2

Project Plan Timetable for set-up of Institution (years) 1st Year (No funding)

2nd Year

1. Identify 4-8 students and enlist them into the Institute and work with them on a daily basis training and upskilling them to be able to work and deliver creative projects that will be included in the course 2. Monitor and understand the challenges of training and upskilling students as a study to manage future students 3. Set up digital facilities to record/document lessons for future and remote students to have access to.

4. Course content development 5. Application for accredited Diploma course (CHE) or collaborate with existing institutions.

6. Develop a phased plan to roll out the ‘Institute’ concept nationally and internationally with the aim to educate and grow business.

1. 1st year diploma training a. Drawing/Scamps b. Concept Generation c. Objectification Studies d. Media & Communication Studies e. Visual Communication Studies f. Create Manifesto of Institute and prepare it for franchising with a local collaborative of a place of learning and Food/Restaurant/coffee g. Shop in major cities and where required.

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Job creation for current creatives to become involved from a learning point of view. Job creation for capturing and editing of recorded lessons.

3rd Year 1. 2nd year course studies 2. Software Training 3. Client Liaison & Management Studies 4. Client-Student interaction Experience 5. Role out 2nd/3rd location & Franchising 6. Create a National group of creatives to run each institute and appoint a quality management and assist team to roam between each Institute 7. Invite international Business and Education to collaborate and knowledge share. To keep students up to date with international trends

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

4th Year 1.

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Brief Extraction Workshops Idea Mining UI/UX Training Gamification Internship (local/international) Art Direction Training (3rd year students assisting 1st year students) 7. Offer students to go to other Tribalhouse institutes around the world and work there and to help set up new institutions as they will have a better understanding of how the system works

Coffee Kiosk Window

Deli | Coffee

Deli/CoffeeShop to cater for students, clients and walk-in trade to supplement the Institutes operations

The Institute 1.

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Education / Training Student training Client training Client Management Training Refresher night courses Continued client/student experience 7. Support for both student and clients 8. Provides a (local) meeting place for clients/students to have an open forum on concerns and future developments 9. Hosts events where students can present concepts to business with the aim to improve both business and the community

1. CoffeeShop | Premises 2. CoffeeShop as income generator/self sustaining 3. Meeting Space | Client Meeting 4. CoffeeShop as a Income Generator 5. Business support integration 6. Link up students with clients 7. Offer Hot Desk rentals for incubator projects and start-ups

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Student Work Stations

Space provided for students to experience, learn, work and pitch to potential clients

The Student 1. Passion for creative studies 2. Aptitude for creative arts 3. Unable to afford current Diploma Course costs 4. Receives Stipend support 5. Gets daily/weekly projects Students and get paid for project delivery Students respond better to a payment for studying.

6. Students overall mental wellbeing is taken care of with an in-house family life coach to ensure a well rounded graduate and include training in finance to ensure that they are financially prudent

1. 3 year Graphic/New Media Diploma 2. Conceptualising & Idea creation in Print, Digital & New Media 3. Support & Training to become self sustained & employment ready / Job Creation 4. Exposure to mainstream advertising 5. Gain the skill set to join the industry

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Coffee Kiosk Window Clients range from SMME’s to large Corporates, the community & CSI development, International Partners

The Client 1.

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Collaboration and communication from business to ensure business needs are met.

Access to clients CSI budget allowing students to create and conceptualise CSI awareness campaigns.

Students work with existing client agencies to gain understanding of client brand with the option to be absorbed into the client agency or be called upon when there is work over-flow.

Student becomes part of the clients CSI division and is the ‘Brand Ambassador’ in finding creative CSI solutions

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One man business Entrepreneurs SMME Emerging Businesses Established Business NGO/NPO/NPC’s Government International Clients (one-world-remote-desk-solution) International Clients attracted to low cost exchange rates

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Brainstorm wall

Group brainstorm and ideation workshops to ensure creative & effective results are achieved

The Support

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Private/Business sector Media & Advertising Industry Local Government Utilisation of CSI budget (both local and international) International Clients International Education Institute for collaboration and internships Franchise opportunities to collaborate with local small business with the aim to learn and grow. Bringing Creative and Business together to revive the financial system

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Continuous exposure to the business sector Students working on-site to experience the business world and address any road blocks while the student is still a student and the institute can offer advice and support

Stage for talks Guests | Lectures | Guest lecturers

An open platform for guest talks, forums & lectures allowing candid & open discussions

The Course ● 3 year Graphic/New Media Diploma ● Conceptualising & Idea creation in Print, Digital & New Media (CHE) ● Support & Training to become self sustained & employment ready / Job Creation ● Financial Coaching & Life Coaching ● Night courses offered as a refresher course ● Business management ● Short Courses ● Refresher Courses ● Digital Record & Edit Team (Film Course/2nd year Students)

CHE | Higher Learning Diploma Course Outline First Year Visual Communication for Print Design Marketing Adobe Illustrator Adobe InDesign Adobe Photoshop Communication & Life Skills Business Studies Drawing Skills Second Year Visual Communication for Digital Design Digital Marketing and Social Media Sketch for UI/UX Web Design (HTML5 & CSS3) UI and UX principle Motion Graphics for Digital Design – Adobe After Effects Video editing for web based media – Adobe Premiere Third Year Wordpress Bootstrap Javascript App Design and Development Web Application Development

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Stage for talks Guests | Lectures | Guest lecturers

Evening short-courses and talks to ensure students & clients are aware of current trends

Input

Output

1. Passion for creative studies 2. Aptitude for creative arts 3. Unable to afford current Diploma Course costs 4. Receives Stipend 5. Gets funds for daily/weekly project delivery. Work to learn/internship concept.

1. 3 year Graphic/New Media Diploma 2. Conceptualising & Idea creation in Print, Digital & New Media 3. Support & Training to become self sustained & employment ready / Job Creation 4. Keep the organic evolution of creative talent alive in South Africa by supplying well rounded young creative 5. Possible collaboration with emerging entrepreneurs to start small business 6. In cases where trainers are required students can take up a post where required which offers an opportunity to work Internationally.

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Both students & clients learn about the creative process & clients gain from the collective creative experience

Tribalhouse | The CoffeeShop Agency Concept To create an Advertising Agency experience for Small Medium Enterprises (SME’s) without the high costs of Advertising Agency Retainers and Rates -in a relaxed coffee shop environment -allowing clients a place to meet, brief and sit with the designer/art directors as well as hanging out and having something to eat or have a meeting with their clients. Most SME’s don’t have impressive boardrooms so this will be made available to them on a hourly rental basis.

All round solution As each client comes in we will assess the range of requirements, work through concerns/milestones and present them with a campaign solution specific to their needs –as an advertising agency would thereby giving the SME the same experience/service. The Coffee Shop environment will allow for a meeting place to discuss requirements. It will become the creative ‘go-to’ spot for any solution or advice.

Location Shopping Malls that are struggling with occupancy can offer a discounted rate both to support the education process and ensure the survival of the Institute. As the Institute gains traction it can upgrade its location. There is also the option to partner with current coffeeshops. Government funded Entrepreneur growth partnership.

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

‘We once were warriors’ TED Talk style events to share & archive the history of advertising in South Africa

Tribalhouse | The CoffeeShop Agency Education/Internship The structure will be the same as an advertising agency with a Creative Director(CD), Art Directors(AD) and Designers. Tribalhouse Institute will have an in-house CD and ADs with work experience and will build up a team for each project –dependant on SMEs requirements the CD/AD will allow the pool of freshly graduated design students an opportunity to pitch/tender for projects –then the Client will choose a design and work with the Designer which will give these students exposure to ‘live’ projects thereby enhancing their design skills –the other designers add the project to their portfolio. The AD/CD will be available to assist and guide the designers -giving them the necessary work experience. All submissions get the same pitch rate/payment. Winner gets an academic certificate.

Young Designer Support As a young designer you can bring your own clients in and we will supply assistance -like getting things ‘print ready’ and refining their project so they can deliver a high quality project to their client. Currently they would have to work ‘in the dark’/on their own, also this will give young designers the confidence to take on project that were previously out of their scope. The Coffee Shop [Optional for start up due set-up costs] The coffee shop side will help cover the rental costs allowing the client to save on high rental rates to maintain a large trendy office –that way the client gets the savings passed on to them. The aim is to tap into the large SME market that would like to use an agency but simply can not afford it.

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

Deli Crew cater for corporate events & CoffeeShop can be rented for events

Tribalhouse | The CoffeeShop Agency Advanced Education Copywriting/Marketing/photography/Finance/Client Service/Admin students join the mix to create their own incubator Agency. The Tribalhouse Institute will offer evening classes to Graduate Designers, Seasoned Designers looking to enhance their skill-set or looking to do refresher courses on specific design programmes - Adobe Creative Suite (Photoshop/Indesign etc), CorelDraw, Blender 3D (Basic 3D), Premiere.

Portfolio & Tendering A portfolio of work will be made available online which will build confidence in Tribalhouse giving SMEs the confidence to use the agency. There will be a tender notice board where designers can check what’s needed – either by the Government or from SMME’s.

Conclusion Offering an open platform for Client and Designer to meet with guided professional advice and assistance encompassing the Ad Agency Experience. Opening a previously unattainable communication channel between the Client and Designer that will benefit them both financially and be an education experience –this experience is not only aimed at educating the student but also the client.

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

The emergence of work and education in a single win win environment. FutureMedia.

Tribalhouse Institute | The CoffeeShop Agency

An open platform for future growth and expansion in business, design and advertising

Tribalhouse Institute | The CoffeeShop Agency

‘Wrap a tribe around your brand’ concept where you use only the resources you require to get the job done

Stakeholders

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Institution Learners Clients Community Creative Industry Large Corporates Local Municipality Government Education & Small Business Growth International Learning & Business Institutes International CSI funders

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

CHE Accredited 3 year Graphic Design Diploma awarded to graduating students (Current cost: +-R240k per student)

CHE accredited 3 Year Graphic Design Diploma in Graphic Design and New Media ___________________ Certificate of Merit -Refresher & short courses for juniors and current industry professionals looking to enhance their skill sets ___________________ Certificate Examples:

The Team | Academic

Mags Shivanda Social Awareness & Operations Manager

Mandy Roberts Director of Course Material & Online Content

Carol Hogg Director of International Learning Standards

Company Founder & Owner NPC Founder (BloemGirls)

Dip. Graphic Design

MA, BDÜ Germany

Lecturer Concept Interactive Lecturer City Varsity

Lecturer University of Applied Sciences Osnabrück Germany

https://www.linkedin.com/in/m ags-shivanda-8503a011/

https://www.linkedin.com/in/m andy-roberts-551173178/

https://www.linkedin.com/in/ca rol-hogg-ma-bdü-30a23278/

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

The Team | Creative

Adrian Coetzer Print/Digital/Concept Integration Lecturer

Christopher Peter Head of Traditional Design Lecturer

Dip. Graphic Design Creative Director Lecturer Art Director

Dip. Graphic Design Founding Partner Idea&Craft Creative Director Idea&Craft

https://www.linkedin.com/in/adria n-coetzer-7a9a221/

https://www.linkedin.com/in/christopher -peter-340b024a/

Robert Mc Lennan Creative Director EXCO CreativeCircle Fine Arts University of the Witwatersrand Founding Partner King James II Executive Creative Director Net#work BBDO Executive Creative Director FCB Executive Creative Director J. Walter Thompson https://www.linkedin.com/in/rob-mc-lennan-a 0b6a9113/

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning

The Future Agency collaboration and influencing to keep the Institute current with agency needs and keep up to date with creative trends.

Franchise the Institute into Afrika -and beyond - to grow the awareness and enhance its credibility.

With a registered CHE course there can be an option to offer a paid student course to those who can afford it An option to take over old shopping mall space and create it into a ‘Campus’ style environment where students and business meet with a mingle of Entrepreneurs, SMME’s, Traders/Restaurants, Presentation and education facilities as well as hot desks and semi-permanent office space.

The Tribalhouse Institute for Creative Learning | The Institute | The Experience | The Learning