Friends of Design - Academy of Digital Arts

What Friends of Design - Academy of Digital Arts does

Friends of Design – Academy of Digital Arts (ADA), founded in 2006 and operating since 2007, is a Private Higher Education Institution registered with South Africa's Department of Higher Education and Training (Certificate No 2010/HE07/04). It is headquartered at 186 Bree Street, Cape Town, and delivers accredited digital arts education through four one-year Higher Certificate programmes (NQF Level 5) in Graphic Design, Web Design & Development, Game & Interactive Media Development, and Concept Art, a three-year BA in Concept Art (NQF Level 7, launched 2024 as Africa's first in the discipline), short evening and virtual courses, corporate training via ADA Professional, a SETA-funded Fast Track Bursary Programme, and international study-abroad semesters. The institution operates a dual-delivery model (on-campus and Zoom-based virtual classes), supported by a Moodle LMS (lms.ada.ac.za) and a student portal (portal.ada.ac.za) for applications and enrolment.

The commercial model is tuition-led: annual Higher Certificate fees range from R71,100 (Game & Interactive Media Development) to R92,500 (Concept Art), while the BA fees scale from R89,000 in Year 1 to R130,000 in Year 3 for South African citizens, with international pricing roughly double (e.g., R182,000 in Year 1). Adjacent revenue streams include subscription-style short-course bundles (2 days to 22 weeks), corporate training priced per engagement with minimum 4-person group bookings, international study-abroad at R5,600/month, and SETA-funded bursary programmes where ADA receives grant funding rather than student-paid fees. Registration fees (R1,000–R4,000), early-bird discounts (R8,100–R10,500), referral discounts (10%), and a Student Hero financing partnership support demand conversion.

Customer segments span aspiring school-leaver creatives enrolling in full-time programmes (primary segment), working professionals seeking short-course upskilling, corporate teams needing SETA-aligned training, and inbound international students from German and Dutch partner institutions (Technische Hochschule Ingolstadt, HTK Academy, Kölner Design Academy, Avans University). ADA claims a 90% graduate employment rate within three months and is an Adobe Authorized Training Centre, Apple Authorized Training Centre, Certiport Authorised Testing Centre, and CompTIA Certified, supporting industry-aligned certification pathways. The 'Friends of Design tribe' umbrella includes the wholly-owned Loud Rabbits design studio, which supplies real client briefs and internship pathways into the curriculum — an operating model that is unusual for an institution of this scale.

Name

Friends of Design - Academy of Digital Arts

Legal name

Friends of Design – Academy of Digital Arts

Website

https://ada.ac.za

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Friends of Design – Academy of Digital Arts is a Cape Town-based, accredited private higher education institution delivering NQF Level 5 Higher Certificates and NQF Level 7 BA programmes in graphic design, web design, game development, and concept art, serving school-leavers, working professionals, corporates, and international study-abroad students.

Ownership category

akta.pro rank

Product category

Higher Education (Digital Arts)

NAICS

Fine Arts Schools (611610), Colleges, Universities, and Professional Schools (6113)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Animation, Game Art & Digital Arts Colleges (EDAHAJAI)

akta.pro secondary industries

Digital Arts & Design (Graphic Design, Illustration, Animation) (EDAMAAAB), Personal Enrichment & Creative Arts Programs (EDAAAEAG), Immersive Collaboration Classrooms (Multiuser VR, Social Learning Spaces) (EDAFAJAK)

Keywords

• Digital arts education
• Graphic design training
• Web design courses
• Game development education
• Concept art training

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Full-Time Higher Certificate Courses: One-year accredited higher certificate programs in Graphic Design, Web Design, Game & Interactive Media Development, and Concept Art. Primary revenue stream with annual tuition fees ranging from R71,100 to R92,500.
2. BA in Concept Art Degree: Three-year bachelor's degree program at NQF Level 7. Annual tuition for SA citizens is R89,000 (Year 1), R108,000 (Year 2), R130,000 (Year 3). International students pay higher rates.
3. Short Courses: Evening and virtual courses in Adobe software, web development, film editing, and specialized creative skills. Duration ranges from 2 days to 22 weeks (bundled packages).
4. Corporate Training: Customized professional training for organizations in Adobe Suite, UI/UX, web development, and creative skills. Delivered on-site or at academy facilities. Revenue through training fees with group discounts available.
5. Study Abroad Programs: Semester abroad programs for international students from partner institutions. Cost is R5,600/month. Partners include Technische Hochschule Ingolstadt, HTK Academy, Kölner Design Academy, and Avans University.
6. Fast Track Bursary Programme: Fully funded 3-month skills programmes in Film and Advertising. Partnership with MICT SETA providing stipends (R11,400 for Film) to selected participants. No fees charged to students.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Friends of Design - Academy of Digital Arts is a registered Private Higher Education Institution in Cape Town, South Africa, delivering accredited higher certificate and bachelor's degree programs in Graphic Design, Web Design & Development, Game & Interactive Media Development, and Concept Art. It also offers short courses, customized corporate training (ADA Professional), study abroad programs with international partners, and fully funded Fast Track bursary programs in Film and Advertising. The school delivers courses via on-campus attendance at its Cape Town campus and via real-time virtual classes, supported by an in-house design studio (Loud Rabbits) that provides students with real-world client project exposure.

Product overview

The Academy of Digital Arts offers a portfolio of design education programmes centred around four core higher certificate qualifications (Graphic Design, Web Design & Development, Game & Interactive Media Development, and Concept Art), a 3-year BA in Concept Art degree, short professional development courses, corporate training, study abroad programmes, and a Fast Track bursary initiative. The institution operates a student portal and Moodle LMS as its primary technology platforms for applications and learning delivery. All higher certificate programmes are NQF Level 5 accredited qualifications, while the BA is NQF Level 7.

Differentiator

Problem solved

Functional benefit

Brands

• Loud Rabbits: A fully-fledged design studio and agency operating as part of the Friends of Design tribe
• ADA Professional
• Short Courses Academy

Products and services

• Higher Certificate in Concept Art A 1-year higher certificate programme (NQF Level 5, SAQA ID 112250) teaching fundamentals of drawing, perspective, anatomy, digital painting, and concept art for the games, film, and animation industries. Targeted at aspiring concept artists seeking an accredited qualification.
• Higher Certificate in Graphic Design A 1-year higher certificate programme (NQF Level 5, SAQA ID 85248) covering conceptualisation, design principles, Adobe software tools, and professional practice for print and digital media careers. Targeted at aspiring graphic designers.
• Higher Certificate in Web Design & Development

Quantifiable outcome

• 90% of alumni find employment within their fields of study within the first 3 months after graduating
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Winjit TechnologiesminorGTM or Marketing Partner · 11 June 2020Global technology company specializing in AI-first solutions. Extended invitation to ADA students for Design Hackathon with Cyber Security theme. Winjit has presence in US, UK, Australia, South Africa, and Singapore.
• Technische Hochschule IngolstadtcoreStrategic or Co-development PartnerInternational partnership for semester abroad programs. Students from Technische Hochschule Ingolstadt can join ADA in Cape Town for accredited study abroad in Web Design & Development or Graphic Design. Course credits converted to German system.
• HTK AcademyminorStrategic or Co-development PartnerPrevious study abroad partner (Berlin and Hamburg, Germany). Students could attend ADA for creative design programs with credits transferable to home institution.
• Kölner Design AcademyminorStrategic or Co-development PartnerPrevious study abroad partner (Köln, Germany). Enabled international students to study design in South Africa.
• Avans UniversityminorStrategic or Co-development PartnerPrevious study abroad partner (Avans, Netherlands). Provided opportunity for Dutch students to study at ADA with credit recognition.
• Student HerocoreGTM or Marketing PartnerSouth Africa's largest student finance facilitation service. Partnership helps applicants learn about, apply for, and qualify for study funding from multiple providers. Students can consent to share information during application process.
• MICT SETAcoreStrategic or Co-development PartnerMedia, Information and Communication Technologies Sector Education and Training Authority. Partnership for Fast Track Bursary Programme providing employment equity opportunities. MICT SETA funding enables free training with stipends for eligible participants.
• Loud RabbitscoreStrategic or Co-development PartnerFully-fledged design studio and agency, part of the wider Friends of Design tribe. Provides real-world client experience and industry exposure for students. Industry connections integrated into curriculum design.
• Codebridge NewlandsminorStrategic or Co-development PartnerOpen community co-hosted by ADA lecturer Schalk Venter. Focused on civic-tech and social change in South Africa. Advocates for open-source and open data movements.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Gnomon School of Visual Effects: Hollywood-based specialist school for concept art, VFX, and entertainment industry careers. Closest international comparator for ADA's flagship Concept Art programmes, with comparable curriculum and target student demographic.

Regional players

• Stellenbosch Academy of Design and Photography: Private design and photography school in the Western Cape, also South African. Comparable niche private design school sharing regional target market, though with greater emphasis on photography curricula.
• Escape Studios (Pearson): UK-based creative industries higher education provider offering undergraduate and short courses in animation, VFX, games, and concept art. Comparable niche specialization on entertainment creative disciplines with similar program structure.

Broad incumbents

• SAE Institute: Global creative media education provider with a South African campus (SAE Cape Town) offering diplomas in animation, audio, film, game development, and design. Direct curriculum overlap with ADA's full-time offerings, but operates as part of a broader global network.
• Full Sail University: US-based private institution offering degrees in entertainment, media, arts, and technology including game design, computer animation, and graphic design. A scaled international peer in entertainment-arts higher education with similar tuition-funded model.
• London College of Communication (UAL): Specialist creative industries college within the University of the Arts London, offering degrees and short courses across graphic design, media, screen, and interactive design. Larger, broader-incumbent counterpart in the design higher-education space.
• Vancouver Film School (VFS): Established entertainment-industry school offering one-year intensive programs in animation, VFX, game design, and concept art. Highly comparable curriculum portfolio to ADA's Higher Certificates with proven scale model in entertainment education.

Direct peers

• Red & Yellow Creative School of Business: Cape Town-based private higher education institution offering accredited creative and business degrees, including graphic design, marketing, and digital media. Direct competitor in the South African private creative-education market with overlapping programs and similar end-consumer base.
• AAA School of Advertising: Johannesburg-based private higher education institution for advertising and creative arts, offering accredited diplomas and degrees in design, copywriting, and multimedia. Comparable in offering employer-aligned creative qualifications for the SA market.
• Vega School (Advertising and Brand Communication): South African private higher education institution specializing in brand, marketing, and creative communications with multiple campuses. A direct competitor pursuing the same school-leaver demographic with accredited creative qualifications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Friends of Design - Academy of Digital Arts