Soldati
Internal Training Platform

Genius
Path.

A structured design academy for the Soldati studio. Build taste, systems thinking and professional craft — across graphic design, web, content and video.

4Weeks per cycle
09–12Study daily
13–16Build daily
Tue/ThuPresent
Graphic Design → Web / UI → Content → Video →
Month-end Kahoot Quiz

Quiz on principles, style and terminology. Winner takes R200. Everything on this site is fair game.

  • MondayWatch documentary + annotateStudy
  • Tuesday ★Recreate existing design exactlyPresent
  • WednesdaySecond recreation — different styleStudy
  • Thursday ★Own design using the briefPresent
  • FridayBusiness card + social coverBuild
Foundation

Design is not decoration.

Design is communication. Every colour, font choice and space between letters sends a message — whether you intended it or not. Your job is to make that message intentional.

"A loose interpretation of Swiss modernism and minimalism. Structured, typographic, disciplined. We follow the brief, but our eye is always trained toward restraint, hierarchy and intention. Nothing is decorative unless it earns its place."

— Liso Soldati, Creative Director
What design actually does

Design creates feelings before words do.

Before someone reads a single word, they feel something about your design. Is it trustworthy? Is it premium? Is it for them? This happens in less than a second — and you cannot control it unless you understand it.

This is why spacing matters. Why font choice matters. Why colour matters. Not because they look nice — because they communicate something before a single word is read.
The most important shift

Personal preference is not the standard.

When you say "I like it" — that is your opinion. Design asks a different question: "Does this work for the audience, the brand, and the brief?"

A designer who likes bright colours, designing for a luxury hotel, is not doing design. They are doing decoration. Your taste grows when you design for others, not yourself.

Consistency is the product

Brands feel premium when they are consistent.

Premium does not mean expensive-looking. It means: predictable in the right way. When every touchpoint — the card, the post, the website, the invoice — feels like it came from the same hand, the brand feels professional.

Inconsistency destroys trust — even if each piece looks fine on its own.
Speed and quality

Research is slow. Execution is fast.

The slow part of design is: thinking, observing, critiquing, deciding direction. The fast part is: building it. As you develop, your execution speed must improve.

By Week 4 you should execute a strong poster in under 90 minutes. The thinking before it is where the real work happens.
01 — Principles

The fundamentals. Every time.

Not rules you follow when you remember. Check every one of these on every piece of work — before you call it done.

01

Hierarchy

The order the eye sees things. The most important element must be largest, boldest or most prominent. The eye must always know where to start.

Imagine a room where everyone shouts at the same volume. You cannot understand anything. Bad hierarchy feels exactly like that.
02

Whitespace

The empty space around elements. Not wasted — it gives other elements room to breathe and feel important. More whitespace communicates more value.

Luxury brands use generous whitespace because space feels expensive. Cramped layouts feel like a crowded market — busy and cheap.
03

Alignment

Everything lines up to an invisible edge or grid. Nothing placed randomly. Even "free" layouts are aligned to something underneath.

Small misalignments create a feeling of unprofessionalism that the viewer feels but cannot explain. It undermines trust before a word is read.
04

Contrast

The difference between elements. Large vs small. Dark vs light. Bold vs thin. Without contrast, nothing stands out. Too much contrast and everything fights.

High contrast feels bold and modern. Soft contrast feels calm and elegant. Neither is wrong — they must match the brand's personality.
05

Repetition

Using the same visual elements consistently — same accent colour, same heading font, same spacing pattern. Repetition creates a system. A system creates a brand.

Branding is repetition with intention. When someone sees your brand's colour before reading the name — repetition is working.
06

Balance

When a layout feels stable — not too heavy on one side. Can be symmetrical or asymmetrical. Both work. The goal is visual stability that does not distract.

Unbalanced layouts create visual tension. For most brand communications, balance equals trust. In editorial design, tension can be deliberate.
07

Restraint

Knowing when to stop adding. The most common mistake beginners make is adding more when the design needs less. Restraint is not a style — it is a skill.

Every element you add competes for attention. When everything competes, nothing wins. The most confident designs use the fewest elements.
08

Consistency

Every part of a design follows the same rules — same fonts, same colours, same spacing logic. One inconsistent element undermines everything around it.

Think of Investec, Apple or Woolworths Food. Every touchpoint is consistent. That consistency is why they feel premium before you check the price.
02 — Style Systems

How style shapes every decision.

Choosing a design style is not just choosing how something looks. It is choosing what it communicates, who it speaks to — and what it can never be at the same time. A luxury brand cannot look playful. A serious firm cannot feel chaotic.

What style actually means

Style is a communication system — not a decoration choice.

Every style has rules about typography, spacing, colour, image treatment, layout density and emotional tone. Stay within those rules and the design feels intentional. Mix incompatible styles and it feels confused and untrustworthy.

The key insight

Choosing one style means saying no to others.

You cannot be extremely playful and deeply minimalist at the same time. You cannot use childish fonts in a luxury brand. You cannot use chaotic colour in a professional services firm. This is not a limitation — this is focus. Focus is what makes brands memorable.

StyleTypographyWhitespaceColourLayout feelEmotional toneSA examples
Swiss Modern / Minimal ★ Geometric sans-serif. Tight heading tracking. Open body leading. Generous and intentional — space earns its place. Monochromatic or limited palette. One strong accent. Grid-strict. Left-aligned. Strong hierarchy. Trustworthy. Precise. Confident. Premium without shouting. Investec, Discovery Bank, Woolworths
Luxury Feminine / Chic Elegant serifs. Light weight. Generous letter-spacing on labels. Very generous. Space signals exclusivity. Warm neutrals, blush, cream. Restrained gold. Soft grid. Asymmetric moments. Never crowded. Elegant. Intimate. Desirable. Quietly premium. Tashas, Marble, Woolworths Beauty, Nespresso
Editorial Mixed type weights. Very large display. Extreme size contrast. Asymmetric — used for drama, not comfort. Often limited — black/white plus one accent. Grid-breaking. Overlapping. Photography-led. Dramatic. Authoritative. Cultural. Confident. Sunday Times Style, Vogue Africa, L'Officiel
Brutalism Raw. Heavy. System fonts. Deliberately uncomfortable. Minimal or none. Claustrophobic by design. High contrast. Often black/white or clashing hues. Broken grid. Exposed structure. Anti-layout. Abrasive. Bold. Anti-establishment. Challenging. Underground events, youth campaigns, conceptual art
Playful / Maximalist Multiple typefaces. Irregular sizing. Expressive lettering. Minimal — dense and full of visual energy. Bold, multiple colours. High saturation. No strict grid. Layered. Expressive. Chaotic with purpose. Fun. Energetic. Accessible. Youthful. Loud. Sportscene, Konka, Checkers 60/60, DJ events
Dark Tech / SaaS Clean geometric sans. Monospace accents. Precise spacing. Structured. Content-dense but breathable. Dark background, subtle glow accents. One brand colour. Card-based. Data-focused. Functional hierarchy. Intelligent. Secure. Innovative. Premium-tech. FNB app, Discovery Bank, Capitec app
Retro / Vintage Display serifs. Script accents. Weathered letterforms. Content-rich. Layered labels and badges. Warm, muted, faded. Earthy tones. Sepia. Badge-heavy. Circular arrangements. Nostalgic structure. Nostalgic. Crafted. Authentic. Human. Warm. Bootlegger, craft beer labels, vintage market brands
03 — Taste

Bad taste vs. strategic taste.

Sometimes people think a design is good because it is loud, busy, or colourful. Strategic design asks completely different questions.

Bad taste thinking
It looks cool to me, so it must be good.
More colours equals more exciting.
More effects equals more professional.
Trendy fonts are always the right choice.
If it gets likes on social media, it works.
Filling empty space is always better.
I worked hard on it, so it must be good.
My favourite designer does it this way.
Strategic taste thinking
Does this fit the audience — not my personal preference?
Does the colour system match the brand positioning?
Does every element earn its place in this design?
Does the typeface match the brand's personality?
Does this communicate correctly — not just look good?
Is the whitespace intentional and consistent?
Can I explain every single decision I made?
Would this work specifically for this audience?
SA banks lesson

Same industry. Completely different design strategies.

  • Investec: Premium restraint — dark, clean, minimal. Speaks to wealth and intellect. Never loud.
  • Capitec: Accessible simplicity — bright blue, rounded, friendly. Speaks to everyone, especially underbanked South Africans.
  • FNB: Playful innovation — red, bold, energetic. Speaks to younger, tech-forward customers.
  • Standard Bank: Corporate trust — blue, structured, safe. Speaks to large corporates and institutions.
Each of these is correct — for their specific audience. None is objectively better. They are strategically different.
Coffee shop lesson

Same product. Completely different design languages.

  • Vida e Caffè: Bold, red, Portuguese warmth. Accessible urban SA energy.
  • Seattle Coffee: Warm, rounded, approachable. Neighbourhood feel.
  • Bootlegger: Retro craft. Vintage typography. Artisanal positioning.
  • Starbucks Reserve: Dark luxury. Gold accents. Premium experience over convenience.
All of them sell coffee. The design tells you exactly which customer they want — and which one they are not competing for.
04 — Observation

Train your eye. Every day.

Design is everywhere. The difference between a designer and a non-designer is not talent — it is the habit of noticing. Start noticing everything.

Exercise 01

The supermarket aisle

Go to a grocery store and study the deodorant aisle. Pick up one budget brand and one premium brand. Compare fonts, colours, packaging shape, amount of text, and whitespace.

Bring back: 2 photos + 3 observations about what makes one feel premium and the other budget.
Exercise 02

Coffee packaging comparison

Find 3 coffee brands — premium, mid-range, and budget. Study colour systems, typography, photography treatment. Why does the expensive one feel expensive before you see the price?

Bring back: Screenshots + annotated notes on spacing, colour and type for each brand.
Exercise 03

Restaurant menu comparison

Compare a fast food menu to a fine dining menu. Study hierarchy, typography, photography and whitespace. Spacing between menu items alone can make food feel cheap or expensive.

Bring back: Photos of both + explanation of how each makes you feel before reading a single item.
Exercise 04

Bank app comparison

Open FNB, Capitec and Investec apps (or find screenshots online). Study colour, typography, whitespace and layout. What does each one say about who their customer is?

Bring back: Annotated screenshots. Present in 2 minutes: what did each brand's design communicate?
Exercise 05

Mall signage systems

Visit Vaal Mall or Festival Mall. Photograph signage — store fronts, wayfinding, promotional posters. Which retailers feel premium? Which feel budget? Why specifically?

Bring back: Min 6 photos + written comparison between 2 stores you found most interesting.
Exercise 06

Website spacing audit

Screenshot the Investec.co.za homepage and compare it to a local Sasolburg business website. Annotate the spacing, type sizes and hierarchy of both using a drawing tool.

Bring back: Annotated screenshots. Be specific about what makes one feel more trustworthy.
05 — Style Education

Know the styles. Master one first.

Study each style deeply enough to understand its rules. Then study ours most of all — because that is where your personal voice develops first.

Hover over each card to flip
Our Style
Swiss Modern / Minimal
Our Style — master this first
Swiss Modern / Minimal
Grid-based. Typography-led. Disciplined spacing. Confidence through restraint. Nothing decorative unless it earns its place. This is our foundation.
Used by
InvestecAppleWoolworthsDiscoveryMercedes
04
Luxury Feminine / Chic
04
Luxury Feminine / Chic
Soft serifs, warm neutrals, generous whitespace, restrained accents. Elegance through understatement. MEHR HR and Enhanced by Lee live here.
Used by
Vaseline SARhodeGlossierJacquemusTashasNespresso
06
Editorial
06
Editorial
Magazine-influenced. Large type, asymmetric layouts, photography as a design element. Related to our style but with more visual drama. The PSL and Absa campaign energy lives here.
Used by
Absa Your StoryPSL campaignsDSTVVogue AfricaNando's
01
Brutalism
01
Brutalism
Raw, asymmetric, deliberately uncomfortable. Anti-polish is the point. Study it to understand what restrained, intentional design deliberately chooses to reject.
Used by
BalenciagaSupremeUnderground eventsConceptual art
05
Playful / Maximalist
05
Playful / Maximalist
Bold colour, expressive type, high energy. Works for youth brands and events. Study it to understand what we deliberately choose against — and why.
Used by
Koo BeansSportsceneKonkaCheckers 60/60PSL
07
Dark / Tech UI
07
Dark / Tech UI
Dark backgrounds, subtle accents, precision spacing, monospace type. For web designers — this is your primary UI reference zone. Study Linear, Vercel, FNB app.
Used by
FNB appDiscovery BankDSTV NowLinearVercelStripe
03
Retro / Vintage
03
Retro / Vintage
Warm palettes, halftone textures, letterpress type. References print history. Only works when the brand's personality genuinely demands nostalgia.
Used by
BootleggerNando's heritageCraft beer labelsKoo retro packs
02
Glassmorphism
02
Glassmorphism
Frosted glass surfaces, blur effects, translucent panels. Works sparingly in UI design. Extremely easy to overdo — less is always more here. Study before using.
Used by
Apple iOSMicrosoftLuxury app UIPremium fintech
06 — Task Library

Pull a task. Study it. Build it.

Instead of waiting to be assigned work, you pull tasks from this library. Each task is focused, has a clear output, and a minimum submission. Go to your track page for the full task library of 40+ tasks.

How the system works

Self-directed. Output-driven. Fast.

Browse the task library on your track page. Pull a task that matches your current level. Read the brief, study the reference, then build it. Upload to Trello by 16:00. No excuses, no extensions.

Every task has a maximum expected completion time. If you are taking longer, stop — review your process, not the task.
The speed principle

Thinking slow. Building fast.

You have 3 hours of study and 3 hours of building every day. The study time is for research, observation, and understanding. The build time is for execution only. By the time you open Affinity or Webstudio, you should know exactly what you are building.

A recreation task should take 60–90 minutes max. If it takes 3 hours, your observation time was not deep enough.
Level 1 — Beginner

Exact Replication

Recreate the reference design exactly — same colours, same fonts, same spacing, same proportions. The goal is to understand it by building it. Not to be original. Study first, then replicate.

Level 2 — Intermediate

Replication + Adaptation

Recreate the structure and system of the reference, then adapt it for a different brand or brief. Same layout logic, different content. Understand the system well enough to apply it elsewhere.

Level 3 — Advanced

Interpretation + Redesign

Use the reference as inspiration only. Apply the principles you have learned to solve a fresh brief with your own creative direction — within the Soldati style system.

Sample tasks — see your track page for the full library.

Graphic Design · Posters

Recreate the Evolve brand poster exactly

Match the colour system, logo placement, type hierarchy and spacing from the Evolve Behance case study. Study the mark construction and logo clear space rules first.

behance.net/gallery/152816881/Evolve-Brand-Visual-Identity
Level 160–90 min
Graphic Design · Social Media

Design a social cover for a Sasolburg restaurant

Choose a real Sasolburg restaurant or café. Study their existing brand. Design a Facebook/LinkedIn cover (1920×1080px) that properly represents their positioning. Justify every decision.

Study: Vida e Caffè social · Tashas visual system · Bootlegger brand
Level 260–90 min
Web / UI · Hero Section

Redesign the Ledix.co.za hero section

Study Ledix.co.za. Identify hierarchy, spacing and layout problems. Redesign the hero at 1440px desktop. Stronger left hierarchy, better type scale, correct whitespace. Reference: AYDM layout approach.

ledix.co.za · identify what does not communicate properly
Level 33–4 hours
Graphic Design · Industrial

Poster campaign for ArcelorMittal Vanderbijlpark

ArcelorMittal is the largest steel producer in SA, based in Vanderbijlpark. Design a recruitment campaign poster — industrial, bold, confident. Must feel appropriate for a global industrial brand.

Study: ArcelorMittal SA brand · industrial brand design references
Level 32–3 hours
07 — Critique System

How we review work.

Not every task needs founder review. The system trains you to self-critique and peer-critique using these criteria — before work is ever presented.

Self-review — before you upload

Ask yourself these questions before calling it done.

  • Is the hierarchy clear? Does the eye know where to go first?
  • Is the whitespace intentional? Does anything feel crowded?
  • Is everything aligned to a grid or invisible edge?
  • Does the type scale feel considered, or random?
  • Does every element earn its place, or is something decorative for no reason?
  • Does this look like it came from the same brand as the reference?
  • Can I explain every decision I made?
Peer review — how to give feedback

Specific. Kind. Honest. No vague feedback.

  • Not this: "It looks good" or "It looks off."
  • This: "The heading needs more space from the image — add at least 24px."
  • Not this: "The colours are nice."
  • This: "The red accent works but the secondary grey is too light — check contrast."
  • Always say what is working before what needs fixing.
  • Always suggest a specific fix, not just a problem.
H

Hierarchy

Does the eye know where to start? Is there a clear first, second and third element?

S

Spacing

Is whitespace intentional? Is spacing consistent throughout the entire piece?

T

Typography

Is the type scale logical? Is leading and tracking appropriate at each level?

A

Alignment

Is everything aligned to a grid or edge? Does anything float randomly?

C

Consistency

Does this feel like it came from the same system as the reference or brief?

08 — Watch

Required viewing.

These are assigned, not optional. Watch them like films — take notes on the thinking and arguments, not just the techniques. Some of these will change how you see design permanently.

Documentary — Required
Helvetica (2007) — Gary Hustwit
Not about a typeface — about a design philosophy. The arguments between designers are the real lesson. Watch it twice.
Documentary — Required
Objectified (2009) — Gary Hustwit
About intentional design decisions in physical objects. Watch after Helvetica — they build the same argument from two directions. Teaches you to ask why before what.
Principles · Satori Graphics
Minimalism in Design
Why less is more — and how to make "less" feel confident instead of empty. Satori explains not just what is wrong, but why it feels wrong and how to fix it visually.
Principles · Satori Graphics
The Power of Whitespace
The most underused tool in beginner design. Shows specifically why whitespace makes designs feel premium, and what happens when you remove it.
Typography · Satori Graphics
Text and Typography in Design
How to use text as a design element — not just information. Font pairing, hierarchy, spacing. Your type choices say more than the words themselves.
Principles · Satori Graphics
Master 5 Design Principles
Practical breakdowns of contrast, hierarchy, alignment and balance with real examples and fixes. Watch early — gives context for everything else on this platform.
🎙
Spotify + Apple Podcasts
Podcast · Brand Strategy
Change of Brand — Matchstic
The strategy behind real rebranding decisions. Listen between tasks. Builds strategic thinking — not just craft.
Listen →
SA Campaigns — Study these
Find these on YouTube. Study them as design case studies — what style? What audience? Why does it work?
Absa — "Your Story Matters"
Editorial storytelling. Photography + minimal type. Study the emotional hierarchy and brand confidence.
Vaseline SA — Latest campaign
Luxury feminine applied to mass market. Warm tones, skin-forward, restrained type. Study the tone.
PSL — Brand + campaign videos
High energy, editorial, player-forward. Strong colour blocking. Youth brand energy done at national scale.
Nando's — Any recent campaign
SA humour + strong brand voice + consistent visual system. Brave, never cheap. Study the consistency.
Koo Beans — Heritage campaigns
Consistent visual identity across decades. Retro warmth, family energy. Study for long-term consistency.
09 — Your Track

Choose your discipline.

Everyone starts on this page — the universal foundation. Then you go to your track for weekly tasks, deliverables, peer reviews and references specific to your role.

Track 01
Graphic Design
Posters, brand identity, print, social media, business cards, pull-up banners, patterns and brand application. Build systems — not just pretty things.
Dineo · Puleng · All interns
Enter track
Track 02
Web / UI Design
Hero sections, sub-heroes, benefits, CTA, footer, forms, navigation — built in Webstudio using tokens and CSS variables. Systems only. Ledix.co.za is your primary redo brief.
Mbali · Gcinile · Rea
Enter track
Track 03
Content / Brand Voice
Caption writing, brand voice, content strategy, platform-specific content, and understanding how visual and written language must work together.
Dineo · Content team
Enter track
Track 04
Video / Social Content
Video direction, motion language, subtitles, colour grading, brand tone in video, music style, scripting and short-form content for social platforms.
Coming next cycle
Coming soon
10 — Glossary

Words we use. Clearly explained.

Plain English. Short definitions. Real examples. If a word is used in the studio — it is in here.

Design Principles
Hierarchy
The order the eye sees things. Big and bold = first. Small and light = last. If everything is the same size, nothing is important.
Title 52px. Subtitle 24px. Body 18px. That is hierarchy working correctly.
Restraint
Choosing NOT to add more. Knowing when the design is done. The hardest skill to develop — most beginners add too much when they should stop.
A poster with one strong word and generous whitespace has restraint. Ten fonts on one poster does not.
Whitespace
The empty space around elements. Not wasted space — it gives elements room to breathe and feel important. More whitespace = more premium feeling.
Contrast
The difference between elements. Large vs small. Dark vs light. Bold vs thin. Without contrast nothing stands out. Too much contrast and everything fights.
Alignment
Everything lines up to an invisible edge. Nothing placed randomly. Even "free" layouts are aligned to something underneath.
Consistency
Every part of a design follows the same rules — same fonts, same colours, same spacing logic. One inconsistent element undermines everything around it.
Typography
Leading (Line Spacing)
The space between lines of text. Headings: tight (1.0–1.1). Body text: open (1.6–1.7). Never go below 1.5 for paragraphs.
Affinity: Select text → Character panel → Line Spacing
Kerning
The space between two specific letters. Some pairs naturally sit wrong. Kerning fixes that manually — only needed for large display type.
Affinity: Click between two letters → hold Alt + left/right arrow keys
Tracking (Character Spacing)
Space between ALL letters in a word, adjusted equally. Used for labels and uppercase text. In Affinity: Character Spacing.
Serif / Sans-serif
Serifs have small "feet" at letter ends — like Times New Roman. Sans-serif has no feet — like Work Sans. Sans-serif = modern, clean. Serif = traditional, editorial, elegant.
Workflow
EOD
End of Day. If a deadline says EOD — upload to Trello before you leave. No exceptions. No extensions without advance notice.
Deliverable
The thing you hand in — a file, a design, a presentation. No file on Trello = the work did not happen.
Token / Variable
A saved value in a design or code system. Name it once, use it everywhere. Change it once — updates everywhere.
In Webstudio: every nav link uses the "link" token. Change once to update all links instantly.
Bleed
Extra space (3mm) added to print designs beyond the trim edge. Colour goes to the edge without leaving a white border. Always set up bleed on print files.