The Beginning  After almost eight years at ad agencies and design studios, I decided to break out as an independent graphic designer in 2011.  My only reservation was the lack of monthly financial security you get from a regular job. Besides that I was very ready to do my own thing, and so I decided to go ahead and give it a shot. I have a keen interest in design for lifestyle, music, and particularly fashion. I try to marry graphic design and fashion in different ways – whether it’s branding and communication, illustration or textile prints.

In 2014, I started a year-long graphic design experiment called ‘Something Cool Everyday’, where I set myself the task of creating a graphic art piece everyday. It emerged as a form of personal expression with freedom to experiment in a way that you don’t always get to do with commercial projects. All pieces were based on everyday life – style, travel, personal experiences and observations. This gave me a chance to explore and develop my own identity in design. It turned out to be a project that led to other good projects. For instance, I started doing fashion illustrations inspired by my favourite looks from various fashion weeks which led to a commissioned project for Elle India.

Above: From the series ‘WIFW Looks of the Day’ for Elle India

I would definitely recommend that young designers get as much work experience as possible before starting out independently. Also, planning in advance for at least 6 month’s worth of projects.

Born and brought up in Mumbai, I was drawn to art as a child, taking part in various art competitions and going for art classes in school. I always knew I wanted to have a career in art. After Junior College I wrote a few entrance tests for Applied Art courses in various universities and that  is how I ended up getting into Sophia Polytechnic University. I graduated in 2004, and started out as an Art Director at advertising agencies like McCann Erickson, Contract Advertising and Ogilvy. In February 2008, after a short stint at Fabrica (Benetton’s Visual Arts Research Centre in Italy), I decided to pursue a career in Graphic Design and have since worked with firms like Grandmother India and Rediffusion Y&R Design. The short time I spent at Fabrica was eye opening: the superbly designed building (by Japanese architect Tadao Ando), its provocative work – and working with people from all over the world!

Above: Art Direction for ASA Lookbook

 Above: From the series ‘Iconic Bollywood Outifts’ 

All projects I take on are essentially rooted in graphic design or art direction using different mediums.

Above: Website design for The Pantry at Kala Ghoda, Mumbai

People  Craig & Karl Independent graphic artists, who do a lot of fashion related work that all started with working for Colette. I love their distinct and bold style of work. Grandmother India Out of many influences, I would say working at Grandmother India with Kurnal Rawat was quite a turning point for me. They were one of the first design studios to be doing experimental work at the time. Being the first design studio I worked at, it opened my mind up to newer things and gave me a much wider perspective on design. It aesthetically changed me as a person and professional, for the better.

Above: AIFW A/W 2015 Abraham & Thakore | Bodice 

Above: LFW S/S 2015 Sabyasachi Mukherjee | Anavila Misra

Delhi / Mumbai  My husband moved to Delhi for work and I joined him. Despite all that is said about Delhi and how Mumbai-ites hate Delhi, I actually think it’s a great city. It’s so full of history, culture and creativity in all aspects – art, music, fashion, design, food. The creative culture is both independent as well as collaborative, which I find lacking in Mumbai. The city has been amazingly inspirational for me. Besides the city itself, people are inspiring. I’ve been lucky to have met a good set of people who want to do exciting things and are doing them.

Digital References  Dazeddigital  Anothermag  Trendland  It’s Nice That  Dezeen  Designspiration  The New York Times  

Coworking  I’m not cut out to work out of home or alone. I currently share a studio with Safomasi and Dear India. Coworking is great! Also having worked for eight years, it’s something I missed. So a coworking space or sharing a studio with like minded people works best for me.

Above: Comme Des Garcons and Kenzo S/S 2015 collections

 

My favourite illustration would have to be a look I illustrated from Japanese designer Junya Watanabe’s Spring 2015 collection. I’ve always been a fan of Japanese labels like Comme des Garçons, Issey Miyake and Kenzo, but this collection was something else, totally inspiring and up my alley. Geometric forms, space age head gear, pop colours, graphic makeup all made for a visually arresting collection. I was blown away with the first look, and knew I had to illustrate my interpretation. I loved the graphic, pop, geometric and minimal quality of the collection – it is very much like my style of work.

Work History  Independent Graphic Designer: 2011 – present  Rediffusion Y&R Design, Mumbai: Graphic Designer,  2010 – 2011 Grandmother India, Mumbai: Graphic Designer, 2008 – 2010 Ogilvy, Mumbai: Art Director, 2007 – 2008 Contract Advertising, Mumbai: Art Director,  2005 – 2007 McCann Erickson, Mumbai: Junior Art Director, 2004 – 2005