The company’s two founding partners, Alex Robertson and Troy Wade, are always involved in every job – Troy mainly in strategy, concept and content, and Alex from a visual design and quality control perspective.
Together, they have over 35 years experience in design, advertising and business.
With a full time staff complement of five, our small team of specialists handles our strategic, conceptual, graphic design and production management functions in-house. Highly experienced partners and collaborators, however, help expand our offering into the realms of the digital environment, architecture, interiors and furniture in order that an integrated corporate identity and complete experiential branding package can be achieved.
Alex graduated from The Red and Yellow School of Logic and Magic in 1995 with a Diploma in Graphic Design.
Over the past fifteen years Alex has had an interesting and varied career, working in Cape Town, Miami, Los Angeles and London, and honing his skills in graphic design, digital design and photography.
Alex has worked for design giants like The Jupiter Drawing Room and Ogilvy Interactive, and for small start-ups like Southeaster Software Development and Anglo Gold’s Gold® project. He has been designer, design lecturer, and creative director.
To Alex, design is about simplicity in communication and meticulous attention to detail, and it was on these principles that he started Kraftwork Design Studio early in 2009 – the studio which was to later evolve and grow into Robertson Wade Design. Firm.
Alex has worked on brands like: the City of Cape Town, Daihatsu, Musica, Nedcor Investment Bank, Pam Golding Properties, Pro Helvetia, Rama, the Sports Science Institute of South Africa, Thelema Mountain Vineyards, Truworths, Unifruco, World Vision, and Volkswagen.
After completing a Bachelor of Arts degree at the University of Natal in 1992, Troy received a Postgraduate Diploma in Advertising and Marketing at the AAA School in Cape Town, specialising in strategic planning and copywriting.
Between 1994 and 1998, Troy worked as a copywriter with both TBWA and Ogilvy, before opening “Baked Beans”, a Cape Town agency focusing on youth culture advertising and branding. Troy was responsible for the strategic product of his agency.
After shutting Baked Beans in 2002, Troy did a short stint as Creative Director at Young & Rubicam, before traveling throughout Africa and Asia, mainly teaching, scuba diving, and working with UNICEF on various community projects.
Returning to Cape Town in 2006, Troy developed and delivered courses in strategic and creative thinking for three years at the AAA School of Advertising and the Cape Peninsula University of Technology.
It was while lecturing that Troy and Alex met, and after several collaborative experiments together, Troy joined forces with Alex full time in 2010, expanding the core competencies of Alex’s existing Kraftwork Design Studio, and ultimately co-restructuring and rebranding it with Alex as Robertson Wade Design. Firm.
Brands Troy has worked with on a strategic and creative level include: Barclays, BOE, Carling Black Label, the City of Cape Town, Dunlop, Hartenberg Estate, IMAX, Labello, Levi Strauss, Liquifruit, Natal Sharks Rugby, Nelson Mandela Foundation, Old Mutual, Prima Toys, Rama, Spar, SPCA, Thelema Mountain Vineyards, and Volkswagen.