At the same time, the creative sector is opening up genuinely lucrative career paths with momentum that depends on strong collaboration through partnerships and bursaries. In response to this growing need, the Red & Yellow Creative School of Business (Red & Yellow), a proud member of Honoris United Universities, initiated a national schools design challenge that has recently announced its winners across three provinces, led by Grade 11 learner Allegra du Randt of Thomas More College (KZN), who has been awarded a full BA in Visual Communication scholarship valued at R314 000, says the school.

The competition asked pupils to turn illustration into storytelling. They had to capture the flavour of a favourite beverage through exploratory mark-making, mixed media and considered design elements, then translate that interpretation into a distinctive brand label, adds the school.

Du Randt's entry drew on the rebellious edge of a "jelly-baby" energy-drink concept, personifying characters in punk, goth and alternative styles and applying colour psychology with hand-built textures to deliver a coherent pack design. It was during one of her art classes at school when she received the call that changed the direction of her next academic chapter. "Winning this competition has given me the chance to choose the future I've always dreamed of. It completely changes the trajectory of my life," Du Randt says.

"The only time I feel fully at ease is when I'm working on something creative. Studying at Red & Yellow would not have been possible without this scholarship. Without it I might have forced myself into a degree I didn't want to do. Now I don't have to live with the 'what ifs' or sacrifice my ambition and the skills I've been practicing for as long as I can remember. I have the opportunity to pursue the talent that makes me happy."

The judging panel also recognises Izabella Pater of De La Salle Holy Cross College (Johannesburg) with R10 000 toward a scholarship, and Sam Rothschild of Reddam House Constantia (Cape Town) with R5 000 toward a scholarship, adds the school.

By mirroring real-world briefs, the competition assessed applies creativity rather than theory, with Red & Yellow providing the brief and the study opportunity to align talent with a clear pathway. For schools, the initiative offers a partnership model to co-create opportunities that motivate learners, build the school's brand through measurable outcomes, and reward national talent with scholarships — showing how collaboration and bursaries can convert potential into careers in a growing creative economy, says the school.

Verusha Maharaj, MD at Red & Yellow, concludes, "The goal is to help unleash the next generation of remarkable individuals and to do so in collaboration with schools that want to surface and support young creatives earlier in their journeys."

For more information, visit www.penquin.co.za. You can also follow the Red & Yellow Creative School of Business on Facebook, LinkedIn, or on Instagram.

*Image courtesy of contributor