Extending the 'Life is Awesome' philosophy beyond the creatives

By Leigh Andrews

20 Feb 2015

20 Feb 2015

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Some people are so positive it makes you grind your teeth and wonder how they can possibly be so chipper all the time. Liné van der Merwe, though definitely a sunshine girl, isn't one of them. The difference is that it's easy to see why she's bursting with positivity - so much so that she named her agency and design studio 'Life is Awesome'.

I chatted to Van der Merwe about the recent agency launch, as well as the importance of design (hello, next week's Design Indaba!)

Firstly, tell us more about the Life is Awesome agency's decision to launch a design studio.

Van der Merwe: Life is Awesome (Pty) Ltd was founded in 2009, which makes us six years old this year. Initially we were a graphic design and web development studio, but I soon realised there was an opportunity to diversify our services by offering in-house printing. So we bought our first UX printer in 2014 and today we have three large machines. We also recently purchased various smaller machines and finishers, which allows us to print quantities of between 100 to 1,000-plus of any size - from business cards to large wall murals - to our clients, reducing their end-costs as a third party printer isn't required. But printers are big machines, so we quickly outgrew our space in the Woodstock Exchange and in January this year took we residence in a 300sq double-story mezzanine in Frere Street, just a few roads away. The new studio is much more suited to our needs: we now have specific areas for printing, web and design, which reinforces our multi-disciplined design and printing service.

The recent Life is Awesome studio launch

The way you raised money for the start-up capital to launch Life is Awesome - how can more should be done to foster a sense of entrepreneurship and creativity in children?

Van der Merwe: Yes, definitely! We spend 12 years in school learning various subjects, however we spend so little time learning about money. This is unfortunate, because every day after school demands knowledge of money management, even if it is just for your groceries. I'd love to see the current LO (Life Orientation) subject in school incorporate more general knowledge of managing money, even if it's just simple rules and values for children to live by. With the current unemployment rate rising in South Africa, fostering entrepreneurship is vital to establish a thriving economy in South Africa.

As a child in school, the artistic subjects and business subjects were not always mixed, and you'd hardly find a child studying both Accounting and Art. This teaches children that you are either left or right brained. However, I believe a more balanced approach is vital. Observing my dad making business decisions, I realised that business is creativity at its peak. This was revolutionary to me as a child. I knew then that I could apply my creative mind to any business and financial solution and generate an out-of-the-box solution. All of a sudden, business was not just reserved for the left brainers we saw in the Accounting class.

As a young entrepreneur, I always raised my own pocket money so by the time I reached the age of 10, I owned my own little coffee shop. I was never without cash, even though my parents' business was struggling back then due to the political and economic climate in South Africa. This allowed me to grow with confidence and a strong sense of independence, regardless of my family's financial situation. This kind of freedom is my wish for every child in South Africa.

How can people who don't work in the traditionally creative industries get more innovative design thinking on the 2015 business agenda?

Liné van der Merwe

Van der Merwe: It's those who don't work in the traditionally creative industries who need us the most! They're often the client that values creativity the most once they implement it in their businesses. In today's competitive business landscape, the now famous phase "good design is good business", coined in 1956 by IBM's long-term Chairman-CEO Thomas Watson Jr, is a modern truism. Design thinking is an exceptional problem-solver and important to all business sectors. Design addresses problems, needs, wants, behaviour... it addresses life. Design thinking affects your bottom line. Businesses could use design thinking in their products, the way they represent their company to the public through their CI and web, marketing collateral as well as their office interiors. Always remember, a confused mind does not buy. Purposeful design guides clients through webpages, subtly directing them to the desired action. With e- and m-commerce on the rise in South Africa, quality navigation and user-friendly web experiences drive commercial success. Yet too many businesses sell themselves short with a below average and at times confusing website. As advocates of simplicity, good designers cut through the clutter so that only what truly matters remains, creating a quality experience that converts.

How did Cape Town's status as World Design Capital 2014 improve creativity in the city?

Van der Merwe: We enjoyed watching the creative community of Cape Town get together to create inspiring spaces, events and a hub of creativities. We believe it gave the design community of Cape Town a voice to be taken seriously, both locally and internationally. Being the first African country to be selected, it gave Africa a strong design voice. In the past, Africa used to blindly pastiche European design trends, however Africa is flaunting its cultural identities in new ways. Gone are the days of passive consumerism in Africa and a patriotic consumer feeling content with a 'Made in Africa' sticker is proudly emerging. This newfound boldness will result in expressive statements and deeper cultural beliefs embedded in designs and messaging. We now see a strong fusion between Scandinavian and African design.

The Life is Awesome team

Lastly, what are the next big design trends for 2015 - and beyond?

Van der Merwe: An industry secret is that trends aren't important, opportunities are. Trends are just a means to an end - an opportunity to drive profitable innovation.

Our biggest opportunity currently is Awesome by Design or also known as 'Design for Delight'. Customers are time-starved and expect accelerated solutions. Presenting them with clear direction saves time and enables them to instantly make an informed choice. This explains the rise of popularity of infographics. Their simplicity empowers people, which in turn builds confidence and trust - a must in an increasingly savvy and transparent society. I believe this year, design thinking and technology will present us with even more intuitive solutions. Windows Holographic has already set the tone for 2015 - view the video embedded below for a taste of what's to come:

For information about Life is Awesome visit www.lifeisawesome.co.za or follow the studio on @lifeisawesomeCT. Van der Merwe was also yesterday's guest on our Biz Takeouts show, click here for more and click here to listen to the podcast.

For more:
www.designindaba.com