Reuben Masithela is a 34-year old Bloemfontein-born artist from the streets of Batho location and Heidedal. He matriculated at Brebner High School and enrolled for Graphic Design at the Central University of Technology. Reuben is currently living in Sandton, Johannesburg, where his career in graphic design and the digital space developed to its full potential.  “I took it upon myself to learn as much as possible in the workspace, taking on freelance jobs and researching as much as possible in my spare time with the aim to be the best in my profession. I now work for a global company as a contractor and continue to network and build my portfolio on an international level.”

He attests that art has always been a part of him. “My first glance at an art piece was at the age of 10 when I saw a drawing my brother created on his exam pad. I stole that piece of paper and tried to copy it. I immediately fell in love with art, and I was hooked.”

Art has always been an expressive and therapeutic medium for me to escape whatever I am going through and never did I realise this was a talent. After high school, I decided to study IT because it seemed like a better career move financially, but that only lasted a year, and the following year is when I decided to study graphic design because I knew that my passion was in art and design. 

I learned a lot in my graphic design programme where we were taught from a foundation perspective and slowly sharpened my skills as the years progressed. During my study years, I worked part-time in order to learn from the real world, but it wasn't easy to land these jobs as someone who has no experience, but I kept knocking at any door that looked like an opportunity and finally I was a junior designer at a print shop named Flash & Learn to designing branding for Cinnabon at the Waterfront in Bloemfontein. I also took on an internship program at a creative marketing studio in Johannesburg, which taught me a lot in the professional world. 

I moved to Johannesburg in 2013 after my studies to start my career which was a decision I had long thought about because this is where art & design has fully developed. Then my career officially started as a professional graphic designer and this was also not a walk in the park because I had less than a one year of experience on my CV, but I have a relentless spirit of not giving up. I applied everywhere in Johannesburg until I got my first job at the end of 2013 at an IT and marketing company as a junior designer. From there, I worked my way up in the field.

My art career only started at the end of 2020 during the global pandemic. I spent a lot of time alone in my apartment, which was frustrating. Until I decided to get myself a sketch pad and start drawing again. One thing led to another, and I started exploring with different mediums. I found joy and peace again in the process of creating, I shared my work on social media and friends and family encouraged me to continue my work. In 2021, I took it upon myself to fully develop this lost love, which was found again, I had my first solo exhibition in November 2021. It was a great success! Then more opportunities came my way and I am grateful.

As a CUT Alumnus, I would say the institution prepared me for the hard work that was coming in my graphic design field and I have learnt great skills to fine-tune my drawing, digital drawing, research, creative thinking and much more. All these skills impacted on my career. However, I feel that preparations for finding a job can be further developed because it has many challenges that one cannot prepare for in your study years. I am a proud CUT Alumnus and raise that flag up high. 

One of my highlights in my career is working on big brands like NBA Africa, Old Mutual, Momentum, Neotel, Nandos and FNB as well as becoming the Head of design at a respected PR agency in Johannesburg. Another breakthrough is having an international footprint in the digital design realm when I officially started working remotely for overseas brands in America, Europe, and other parts of the world.