 Hi everyone, so it's light, but it's okay. On one clip, Mr. Cassie, thank you so much for this opportunity. It is very absurd that we have some showtime, but I'm going to be as brief as I can. I've been working in and I saw students and I was very excited. How I wish I had this opportunity 13 years ago. I wish I could come and gather on this very nice event, because whatever I land, I land on the job. Whatever I land, whatever I want to, I wish I had time to share my portfolio, but there's some work approaching that will give you who I am. Yes, let me start with my CV. It's upside that small words. I've been in design for 13 years. I started design in 2008. It was a hard process, very hard process. No heavy computers, no slow internet. If you were there in 2008, the computer was created in slow. To get to land, you could go to school and then they give you some short information. They don't give it all. School is just a way of enlightening you and telling you don't basically teach new principles of how you can do things, but it doesn't show you how things are done. I've been in design for 13 years. I know I started from print. Now I'm shifting my career. I'll tell you why I'm shifting my career. Because design, it is such an amazing thing. My CV has stated design. I've worked with UTB, the regulatory mode. I worked with the UOE design. Mr. Cassidy, he was my partner on that project. I gave him a contract to develop that business. I work with PlayMata Rescue. I work with Smart Lobo. Smart Lobo is from the UK. Most of my clients are not in Uganda because it's a journey. It is a long story. Let's go to the next. Now I created companies on the 13 years of building business. Yes, you live on that side. 13 years of business, when I was employed, you can live with that. When I was employed, I started with my own company. So Design King is my own company. You can go to Instagram and check Design King So Design King was my first company. So we are creating a system called UOE design. I'm tired of phone calls. I'm tired of people calling me. I need this, I need this, I need this, I need this. So we are developing a system. But the company is based in Kenya. So I registered everything in Kenya. Because Kenya is more Czech than Uganda. But the owner, I have a partner and the appropriate of the company. So I have a radio station called Colorado. So radio station is an online. So it's basically working in restaurants. Like you see Java, it's not yet yet here, but it's in America. So I created another program called Brela. Brela is a cosmetics company. Yeah, it is in operation. So I created another company called Medi. So it's food. So you see, I'm trying to jump over here and there to make ends meet. So, yeah. So with all that, that comes from design. The late nobody tells me design is nothing. Because when I started 2013, my career, they told me, who would pay you three million for a logo? They asked me that, who would pay you three million for a logo? Who would? I didn't imagine someone comes and pays you three million for nothing. So as we go on, I'll tell you how much I charge for a logo. Now it's a guidance. I'm here to not explain why so many details, but I'm here to give you guidance. That's all. So guidance is about how design is important. Design is very important. How design can diversify your life. That's all. So now the content inside my presentation. Principles of design. Diagnostics of design. Creative treatment. And then graphic design. So guys, everything in the world is taught by design. Be a programmer. You design something. You design a system. Is that right? You design a system. You create a system. You follow principles, right? Start from programming languages to words, you know. So basically now in our field, the former speaker has been to think about storytelling. But that is also an amazing thing. But for our field, we start with the principles. Now, principles are very simple. Balance, contrast, hierarchy, harmony, unity, emphasis, focus, weight, and repetition and pattern. I'm going to show you why design has principles. The reason why you have principles in design, it is like a language. Design is a language. If you don't understand the language, you will have work that doesn't make sense. Right? So let's go. And before we go more, when you learn design, you have to notice that I'm not using the principles to start. The moment you notice you're not using principles of design, that you continue doing design, it won't make sense. Design is as simple as you can think of it. Because nobody will teach you design. Nobody, everyone will give you a direction. Everyone will tell you a tool. But design is just basically you. You as a person. How do you tell the story? Right? How do you approach things? So let's go to the next good thing, the diagnostics of design. Why do we design? You ask yourself, why do we design? The reason for design is to ease things. Even the forms you're holding that were designed. Anything you hold was designed. Anything you think of was designed. That's why design is very important. It is ease. It eases the system. So it makes life greater and very simple. Some of you came driving. That is also design. But was the person a designer like me? No. It was a creative. So those are the differences. There's a creative. There's a programmer. There's an inventor. So those are all designers. You see Triton. Triton is also a designer. Right? But she is in fashion. Right? So when she came here, I'm going to use her as an example because it's very powerful. When I came here, it opened my eyes. Right? And I'm going to tell you why it is very important. Yeah. So design is to solve problems. If you're not solving a problem, if you're not designing, don't even like yourself. Even if you're programming, if you're not solving a problem, you're not designing. You're just going to make money. So making money, you just don't solve your problem. Those are two different things. And making money won't take for long. But solving a problem will take ages. It will take you to places. We solve problems, we don't design. I hope we get that. So design is a symbol of solving a problem. When you can't solve a problem, you're not designing. So yeah. Now, time is money. Let's go through the diagnostics of design. How do we start with design? What do we start with design? I'm not talking to designers to create it only. Design creative design and graphic designers. I'm talking to everybody, the students. You use this in your approach. Even if it's in school, even if it's in programming, even if it's anywhere in business. So what? Now, you spend most time when you're planning. 90% of your time spend it planning. When I mean planning, start with research. Let me give you an example. You're a programmer. Someone has approached you. I need an application. So how do you approach it? What do you start with? You're confused. You're confused now. This person wants this. What can I start with? Start with research. What does he want? A website. Okay, what comes with a website? It entails LBCD. Know the client. What he wants. Right? What he wants. Because when you know and you do research, I want a website. So what's the website doing? What is the main thing for this team? What is the reason? Why am I doing this? That's why I told you, why am I designing? That's why it begins from number one. Your research, you know the market. Right? You don't understand the market. Before you get into, so I'm designing this website for a lot of people. Will they understand what I'm designing? Will they know what I'm designing? Two, get inspiration. I'm gonna be honest with you. There is nothing you don't understand that is new. There is nothing. It has been done somewhere. You believe me? Everything you're thinking about has been done somewhere. I was working here. I was going to do mobile screens. When I walked in, I saw a mobile screen. I was like, this guy was fast. You get it? So anything. There's nothing new under the sun. It might be someone's shelf but it's a new product. Right? So you do research. One board. Start picking ideas. Start doing. Because design for me, I believe it's a combination of junk, which I'll show you. It's a combination of junk. You add so many things to get things in line. Okay? The process. Let's explain the process. How do you start design? You know design is simple. When you're thinking about design, you get a process. You start with a process. That's why I told you design is simple. When you think about it, you start with a process. So what is the process? It's all in my sector. It begins with a strategy. Before you go through anything, you start with a strategy. Right? So what? The strategy is simple. Let not confuse you. Even when you're doing the exam, students, when you want to win the exam, you start with a strategy. Sit down. No, okay. They're asking you about computing. What do they want? That's a strategy. When the strategy, it helps you to get a direction. Even if you're programming a language, even if you're starting with anything, you start with a strategy. What is the strategy of me tackling this? Let's go. When you go to the strategy, next page, when you go to the strategy, you start with branding without a strategy. It's a ... It's a ... It's a ... It's a ... It's a ... It's a ... Without a strategy, if you have a brand and you don't have a strategy, you're just moving your own things. So we start with the brand hat. Let's talk about the brand hat. What do you mean by the brand hat? The brand hat, we're talking about the purpose, the mission, the vision. What do you mean by existence? Right? Why is the client in existence? When you're tackling him, you know the client first. That's what I told you in my presentation on timing is money. You know the client first. Okay? You're not designing for designers. You're not designing to have the best, the best design out there. No. You're designing for the people. Right? That's why cars are not designed for the next inventors. They're designed for your ass, right? Because they're the end users. Right? How are they going to be efficient? How are they going to be ease to us? So that's what I told you. Design is to ease the process. So you have to understand why the client is in business. Whenever a client approaches you, what is your mission? So the mission, all the purpose has to be anthropic. When I mean the purpose to be anthropic, you have to be solving a problem. So for you to get the platform, you have to be solving and getting to know what the client is solving. That's why so many businesses start without a strategy and the clothes. Because they're not solving anything. You just open up a potty. And then you just, because you're not solving that potty, what is that new thing you're bringing on the market? That's why it's solving the problem. Next slide. So I've given you a little time, but let me try to be as simple as I can. Now, the usual routine. So many people copy other people, but they do. I've never got the system of why people do Christmas posters. So everybody does Christmas posters, right? Merry Christmas, merry Christmas, merry Christmas. What is the Russian, what is the story behind it? Why would they do that? Avoid the routine. Avoid the routine. I was using recently charity. Oh my goodness. That's the most powerful tool this world has ever had. And so many people are calling it a threat. We are calling it a tool. So everybody who's using it, calling it a threat, go behind the routine, say, okay, why? Why is everybody doing this? Can't I find use of the value and importance of this tool? So avoid the routine. If you hit you in the place or somewhere, everybody say, that thing is bad. Why? What has happened? Why in you? Don't just go with the flow, right? Because my neighbor is doing Christmas posters, not the posters, leaving me to do that. Why is he doing that? Now, 80-20 rule. Design has one rule, and this is the rule. Branding, sorry, this is the rule. So the 80-20 rule, 20% is designed. 80% is structured. We like it or not. 20% is the visuals. You see visuals. I've been visual and doing the visual. Then I'm doing a poster, I'm doing a brand, I'm doing this. So if you can plan and know the client and know your audience, let me give you an example. My first trip was entering America, making hugging American clients. Now, when I entered America, it was like a joke. I started with a DJ. So I was being worked for free. I'm a local Ugandan boy. He's seated down in his apartment. I've left work. I'm unemployed. No clients, nothing. So I was like, okay, now what is my strategy? People don't know me. So I'm going to work for free. I worked for free for four years. Four years, 2013 and 2017. It was being for free. This DJ gives me just one thing. He puts my logo on his flyers. And everybody was asking my name. That was the strategy, right? Now, ever since that day, 2017, I've never looked back. Every client I have came from that. So that's the strategy, right? So let's go to composition. So you strategize, you get money. We don't strategize, we don't get money. Some of you, some of you always think about money, money, money, money. Money is not the problem. You're the problem. Forget about the money. Money will come. Forget about what you focus in on that money. I want you, sometimes you put your head in it. Let's go. That is kidding me, but it's okay. Let's go, let's go. So he was thinking about telling a story. Why telling a story is very important. I tell a story in my design. That's what I told you. I don't use things just for work. I have a reason for everything. I have a reason why if I'm doing a U-B-U-X-U-Y, I have a reason why I have a battle, right? I have not just, let's put a battle. So this is a farm. It's in Chicago. So I went to Chicago. So I, if you take, if you don't, you start with the stations. They won't shut you. No, okay. So when I was looking in Chicago, so these guys are a little bit dry. So they create the irrigation system. They create huge plantations. Now, so we start with the plantations, right? So what's in Chicago? It's the sand, right? You get sand described to nature. What else? The trees as well, nature. So this is the sand, plus the plantations. You get. So that's telling a story. The story comes from, because when they ask you, why did you use that logo? And what did you use that color? You don't even know why. That's why we're now working with people here in Uganda and I send you my presentation. You come back to me telling, change this to blue. I will ask you for a paragraph of why I'm telling you to blue. I won't change it. I'll tell you no. Designers, you're professionals. You're like doctors. Creators, you're like doctors. Let nobody tell you you're not professionals. You're very professional. Take yourself like engineers. Can you give me a map when I do it? I can't. I'm just a designer. Right? That's the same as an engineer. You can't tell an engineer to help you in the building. He creates. So let's push forward. So you tell a story. Now you can tell what I'm going. So I was approached by UTV in 2019. I was approached by UTV. By the UTV to know me, it was a free project. Right? I did a project for free. So when I did it with someone, they showed me that this guy makes sense. So UTV already had the logo. So I had to go back down to research, head to know everything. Go into the deep. Why UTV? The guy did. I wasn't a designer of the logo, but I understood the design. Right? That's why when you come closer, he used these lines for blue, like for the lake, the rivers, just describing the nature of the environment. So he used the sun for nature. Right? So basically, you design telling a story. Without a story, you don't have anything. Because you're very, very amazed by what she was saying. Without a story, you're not telling anything. You don't have a story. So because when you approach me in business, without a story, you're not telling anything. Don't come to me and talk to me about business when you never want to understand. Or anything. Or you would like a bike. Don't say anything. So it's easy. So creating treatment. Yes, sorry. Time is killing me, but it's OK. Now, how many of you have seen the movie brand of Oris? So you see, Oris rebranded and I was part of the process. Right? It starts with chips. Design is simple. Like I told you, don't put so much pressure on design. Understand the client. Right? Understand and know who is the client. So when we're doing Oris, we couldn't just align. And the lines mean something. So the story we're telling is just we're going forward. Every smoothness, efficiency, fast, because of what light means. Speed. Right? You're telling a story. Right? So the story is being told in the visuals. Right? So without a story, you're not telling me anything. And I'll ask you, what's the bigger picture? What's your story? What's the story behind this? So yes, I read, we did read all the Oris. So whenever you see a line, even if you don't see the logo, you will know it's Oris. Right? When you see the apple and then you don't see anything. You say, that is a mark. Right? But everything can be a logo. Right? So you tell a story. And the story, it's in people's brain. Let's go to the next slide. So after telling a story, having the word design very well, you're in line with things and everything is perfect. You know the story, you know the strategy, then the design, then we go to creative treatment. Yes. So even here, one second, in my view, I designed this. In my new app, so I created African patterns in the app. Right? Whenever someone goes there, we fill the patterns and stuff. You get, I am not a programmer. Right? But when I said this really program, it's easy for you to tell. Right? You're just linking, linking, linking. Right? So I set your prototype, everything done. Then it's easy for you to do it. Because design begins with the design. You know that? Even before going to the website. So here I just sat down, going to know people in diaspora. Don't listen to our radio. Right? So how am I going to radio to the people? Sounds so pretty important. Right? So after you've designed and after done everything, you have to know designing is you worry. You're faking. You didn't know that? You're just getting people to read to your box. Right? So that's when we meet the presentation. After I've designed everything, I create the way I entice you to like whatever I like. Right? Don't share anything in life where you will not smear so much varsity on it. You'll make a mistake. Even if it's bad, when you put varsity, people will not whatever they see. So I've done that up before as well. It has been one of my presentations as well. Yes, let's go up. When I was presenting to a client, the client didn't know what he's seeing. But whenever he saw the phone, he was very amazed. Oh, it will look like this on the phone. That's the main thing, right? So when I bring up presentation, I don't just send you medias. I lure you to mine. I give you a reason. I tell you the story. If you cannot tell a story when you live here, you're wasting time. Right? You're wasting time. If you cannot tell a story, you're wasting time. That's not the next slide. So this is called Jambo Ba. Jambo Ba is in Nairobi as well. So they're bringing like Nike to the people. So when I was doing the website as well, it had elements, right? So the client was not understanding until I did the presentation. Right? Until I told him, I said, this is how they have you to look on your tab. It was like, oh my goodness, it's so beautiful. So sometimes you can say something beautiful and then the way you present it kills it all. Right? Strategy, tell the story, composite, present. That's not the next slide. But you don't begin with presentation before creating a strategy, before starting with design. Before knowing what the client wants. So now, so many people are trying to, yes, yes, go. So many people are trying to feel what is it. So graphic design is one of the biggest businesses of all, if you gauge one. So we have a graphic design, right? I'm not a strategist. I just say graphic design. Strategy, I'm just learning. I just learned through the job. So whenever I used to do design, someone tells you, my audience are old people. Then you use young people. You get, they get close and say, this guy doesn't know what he's talking about. Yes. So when design, when graphic design as a business has two, three principles. Right? Three principles. Yes, let's go to the last slide. The last slide was three principles. You learn before you do anything. 99% of my time I've learned. Everyone tells me, hey, you doing good work? No, I'm still learning because there are new software every single day. There are new things every single day. Learn, learn, learn. You know yourself in the house. Learn. No competition out there is steep. Now you see, Google is struggling with productivity. You know why? They thought faster than them. They're struggling. So you don't be comfortable. You're not the best. You're the worst. You know not. You don't know anything. If you hear everything, you know everything. You don't know. Trust me, a young boy from MIA who's a prize. Can program and just sit in one minute and start. What? Yes. So you don't present yourself like you know. If you want to learn, call people. Get to know people. If someone is better than you, go to them. Learn from them. You did this site. You did it well. How did you come with it? So branding is as simple as not a trademark logo, not a color. Branding is attached. Someone has over your brand. A feeling. Branding is not a, their brand didn't have a logo. No. If I go to, for inquiries, how would she treat me? Right? Would she really give me all the details? That's how branding is. Would she really treat me well? Would she follow up on me? Would she come and tell me how did he treat me? That's branding. How did he treat me? That's branding. You told that to yourself. I want you to play the best designer in the world and have a bad product. You won't make money. You won't make money. It's simple. Graphic design is landing. You don't get comfortable. You, the students who came here today, graphic design is one of the, let me, if you can't be approached me once a logo, I'll charge you between five to 25 million. Yes. So I can sell three logos a month. That's how much? Three million. It's good career, right? So we are ambassadors of change. We are ambassadors of change. I'm closing with this. We are ambassadors of change. When you get a client, try to teach them. A client is not your enemy. Teach them. Teach them. Tell them, hey listen, this is the process. These are the, this is how Nike branded. This is how teach them. Trying to understand with them. This is what I want. Tell them this is what you want. But this is the direction. This is where the country is going. You give live examples. I'm very honored to speak on this event. Thank you so much. Everyone who came, thank you so much. Everyone who really put in so much effort. Thank you so much. It has been an amazing journey. And trust me, you will never go wrong. Design, you will never go wrong. You will never sleep hungry. That's what my mentor used to tell me. When you understand design, you can never sleep without food. You can never. And once someone will call you, I need this. I need this. So yeah, if I have any questions. Thank you so much for your presentation. Thank you so much for coming. I wanted to ask, I have two questions. Could you share with us who your mentors are in the field? You can be the best, the best actually. Why do you need someone to give you direction? My direction is not your direction. Do you hear what I'm saying? You might be there. They have the best given approach of things. I'm telling you, I've suffered with design. I tell you. So mentorship is good. But it starts with you. Push yourself. People will look for you. Trust me. Don't be extraordinary. People will come to be part of you. Thank you. Any kind of questions if I go? Yes. Okay. Yes. I just wanted to know what software you're recommending for someone who is starting. That's so amazing. That's so amazing. So now, software is just a tool. Just a tool. Don't rely on software. I'm changing my career. I'm becoming a 3D journalist. I'm living design this year. I'm no longer going to design logos, posters, whatever. Or print identities. I'm done. So you see, I'm changing tools. Tools. That's what you mentioned about them. Tools are tools. Whatever can give you the work. Right? I will tell you. Don't be silly. Someone can give me something with Polaroid on. Better than mine. So you have to learn the tools that you feel comfortable with. Right? Go do research. Know people who are using tools. You just keep on going. Me, myself, I've been using Adobe since PageMaker. Right? Since PageMaker. And then, I started with PageMaker. And then went to InDesign. Then I started with Photoshop 6. Then I went to CS3. You see, I've been an upgrade. So I pay for my software. That's why in business, I told you invest. Invest in your business. I pay for my software. I pay for my licenses. Right? So it's that easy. So tools out there, watch your brain. It's not told me to use Photoshop. Right? What do you want to do to use the tool? Right? What are you? Just get to know who you are. Then you'll pick the tools.