Ubuntu ASAP | Architecture Competition Design Brief
CLIENT
Ubuntu Architecture Summer Abroad Program
LOCALITY
Durban, South Africa
DATE
March 2021
CATEGORY
Content Generation
TYPE
Graphic Design, Graphics, Branding
SERVICE PROVIDED
Graphic Design - Y
MEDIUM
Digital + Print
STATUS
Completed
ZFMK Creative was selected by Ubuntu Architecture Summer Abroad (Ubuntu ASAP), in collaboration with Ubuntu Design Group and Design Class, to develop the official design brief for their 2021 architecture competition and summer education program. This twenty-page document introduced students and early-career professionals to a unique design challenge: proposing a socially and environmentally sustainable home for the Ngcobo family in KwaZulu-Natal, South Africa.
With Ubuntu ASAP’s visual identity already in place, ZFMK Creative was entrusted with shaping the document’s design language, layout, and storytelling structure to unify tone, formatting, and visual strategy. From the history of apartheid to the realities of informal settlements, the brief offered deep cultural context alongside detailed site information, building programs, submission requirements, and evaluation criteria. The final product served as the primary entry point for participants from around the world—setting the tone for both academic engagement and real-world architectural empathy.
A core visual motif—a photograph held in a frame—was used to symbolize the central ethos of the program: that people are the life of spaces, and architecture is the frame. This image anchored the broader campaign, appearing in social tiles, posters, and press features.
Process & Collaboration
Our collaboration with Ubuntu ASAP’s leadership team was shaped by mutual trust, flexibility, and a shared commitment to educational equity and community-based design. ZFMK Creative worked closely with Founder Wandile Mthiyane and collaborators across California, New York City, and Durban. Project communication took place entirely online during the COVID-19 pandemic, with contributors operating across multiple time zones.
After initial onboarding meetings and document reviews, we helped shape the narrative structure of the brief, advised on section hierarchy, and guided the tone and messaging throughout. ZFMK Creative authored original copy for key sections, created infographics and timelines, and organized content into a visually compelling and easy-to-navigate structure. In addition to layout and content flow, we helped define how technical and cultural information could coexist in a way that supported student understanding and architectural rigor.
We also led the development of competition timelines, deliverable checklists, and visual diagrams—working from raw ideas and evolving them into print-ready, branded graphics. Throughout the process, we remained mindful of the varied audiences: architecture students, professors, supporters, press, and potential funders.
Challenges & Solutions
Coordinating this project across three continents during the pandemic posed logistical and creative challenges. Internet access, platform preferences, and scheduling across time zones all required extra flexibility. ZFMK Creative often worked asynchronously, translating client notes from live meetings, shared documents, and voice memos into actionable revisions.
Some project elements were still developing during production. In several cases, ZFMK was invited to define or recommend content—such as how to visualize the building program, structure the competition requirements, or pace the user experience across the document. By using a modular layout system and real-time prototyping in InDesign, we were able to respond quickly to feedback and fill gaps without sacrificing clarity or cohesion.
ZFMK Creative donated a substantial portion of our time to this mission-aligned project, prioritizing the success of the design brief over billable hours.
Final Deliverable & Impact
A 20-page digital brief formatted for both online viewing and professional printing
Custom infographics, competition timelines, and layout for submission guidance
Strong visual storytelling to connect cultural context, site conditions, and design goals
Praise from Ubuntu ASAP’s team and founder, Wandile Mthiyane, who described the result as highly polished and professional
WHAT IS NEXT?
This competition brief served as the foundation for a suite of digital content promoting the program across five branded content streams—each highlighting a different aspect of the call for participation, community impact, and student engagement. View our project profile on these digital assets to see how the campaign evolved across platforms.
