Jupiter on the money with Design Indaba campaign

Themed "Design. The New Economy?" the Indaba hopes to emphasise the importance of design as a driving force behind business and the economy and The Jupiter Drawing Room Cape Town's print ads and newspaper supplement depict design as an industry which is a vital economic contributor and not merely an aesthetic practice.

The series of three print ads feature designers of three internationally important innovations (two of which are guest speakers at the Design Indaba) on bank notes - the simplest mode of economic exchange.

Each note bears a design breakthrough from a different era, and each design is from a contrasting societal perspective, showing how broad the impact of design has been on the economy.

The ads hit the press following the great success of Future Exchange, a newspaper conceptualised and written by Jupiter Cape Town and styled on The Wall Street Journal. Featuring articles on design, subject matter serves to substantiate the Design Indaba's call to action to view design as an important economic medium.

Articles illustrate the role of design in today's society with respected minds discussing topics ranging from fashion to finance. The once-off edition was distributed in The Business Day.

"Design is practical by definition," says Joanne Thomas, Creative Design Director of The Jupiter Drawing Room Cape Town. "It's an art form that improves on existing products. It feeds off consumers' wants and needs, improving our quality of life, and boosting product sales."