What I love about being a designer is the ability to pursue one’s passion as a profession and this is something that has always been a motivating force behind me to explore this exciting journey.
What I also love about design as a discipline is the seamless nature in which one domain flows into the other, extending limitless possibilities.
My greatest influence in this comes from my alma mater, National Institute of Design, Ahmedabad. If any place taught me to dream big, imagine, visualise and incorporate sensibility in my designs, it has to be credited to the robust education I received at NID.
While studying zoology, I figured that my true calling lied in a creative profession and joined NID. Although I have been trained formally in textile design, I happen to also practice graphic design, illustration, commissioned art, copywriting and strategy which were possible only due to the great flexibility that my institute offered in terms of an education system, emphasising on hands-on-learning and multi-disciplinary studies.
I have always been intrigued by our rich culture and that reflects in the work that I do. Greatly inspired by folk art forms, local cultures, customs and history, I try and find a new meaning by relating our rich culture to the times of today.
It is indeed fascinating to explore the myriad possibilities offered by our culture in terms of a design amalgamation. It won’t be an understatement to say that I am in love with India and the craziness it offers to a creative mind as an inspiration.
Truck art, quirky street graffiti, vintage charts, matchbox graphics are one of the few things that always inspire. In terms of textiles also, nothing can match the exquisite repertoire of India’s handmade textiles that still thrive in our country.
The gossamer weaves of Benaras to the rustic dhabu prints of Bagru, India has always remained a wonder to people, stunning them with its richness. I currently freelance and do a variety of commissioned works and assignments.
My love for design ranges from natural dyes to logos and posters to stoles. One interesting project that I concluded recently was to create branding for a new spa in Mumbai called Massa Suite.
The project needed a minimalistic approach, combined with a sense of luxury. I worked with an architect friend on this project, which resulted in a new experience of spatial branding.
Also I have been working a lot with Designwallas, based out of Delhi, doing a lot of quirky and interesting graphic products. I designed a series of notebooks for them – the collection featured animals in the style of truck art found in the Indian sub-continent that has been getting a good response with users and critics alike.
I have also worked on creating interesting illustrations for Blaft Publications, on their books – ‘The Obliterary Journal’ Vol 1 and 2. My work has also been showcased in the 54 project by Cocaine.
Currently I am working on developing a range of organic products including stoles using low carbon intensive techniques like cold dyeing and innovating with dye stuffs. I have also been working on customised wall art and paintings for clients.
The subject of art ranges from pop-art, Indian graphics and black and white erotica. I have also worked on a variety of corporate branding and spatial graphics related project. My future plans include starting my own line of customised graphic art and organic clothing.
The beauty of design lies in the fact that it is fluid and easily malleable, unlike a lot of other conventional career choices and each moment spent designing a product or a poster gives an unparalleled creative high, an incentive, I believe can only be understood by a designer.