Blending Creativity and Strategy for Impactful Design Solutions!
Ankita Kumari's fascination with the visual world began at a young age. Captivated by everything from paintings to logos, she embarked on a creative journey that led her to become a successful graphic designer. Today, Ankita balances artistic expression with strategic thinking, crafting design solutions that are both innovative and impactful.
What sparked your interest in graphic design and your early experiences in the industry?
My journey in the design industry began with a deep-rooted fascination for art from a young age. I found myself captivated by paintings, signage, logos, and other visual elements, always curious about their meanings and the creative processes behind them. From the outset of my career, my guiding philosophy has been centered on originality, even if it meant facing setbacks along the way. I vividly recall the advice of a college juror urging us to never settle for the first thought or idea that comes to mind—an admonition that deeply resonated with me and continues to shape my approach to design. While the significance of this mantra has evolved alongside my growth and experiences in the field, it remains a steadfast principle that guides my work.
How have your Bachelor's in Fine Arts and Master's in Visual Communication influenced your approach to design?
Both my Bachelor's in Fine Arts and my Master's in Visual Communication have played significant roles in shaping my evolution as a designer. My Bachelor's degree provided a robust foundation in aesthetics, fostering a sense of curiosity and a willingness to experiment with diverse mediums and forms of expression. Additionally, it instilled in me a passion for the theoretical aspects of art, which continues to influence my work profoundly.
During my Master's program, I delved deeper into the intersection of design and effective communication. This experience equipped me with a heightened understanding of how design can convey ideas to specific audiences. Moreover, I had the privilege of interacting with exceptional individuals who challenged me to elevate my skills and refine my craft.
In essence, the combination of these two academic experiences has endowed me with both artistic sensitivity and strategic thinking. This synthesis enables me to approach design projects with a multifaceted perspective, integrating aesthetic principles with effective communication strategies.
How have your roles as a graphic design intern at Ogilvy & Mather and as an art director at River and Animal influenced your growth as a designer?
My internship at Ogilvy & Mather provided invaluable exposure to a fast-paced, dynamic work environment. It taught me the ins and outs of handling visual design projects in real-world scenarios where stakes are high. I honed essential soft skills such as collaboration and deadline management while working alongside experienced designers and art directors. Additionally, the constant encouragement and feedback from mentors fueled my interest in illustration.
Transitioning to the role of an art director at River and Animal, I delved deeper into the strategic aspects of design projects. This experience underscored the importance of understanding client objectives, target demographics, and market trends to effectively communicate with the intended audience.
My time at Ogilvy & Mather was a pivotal learning experience, while my roles at River and Animal contributed to shaping me into a well-rounded graphic designer.
Could you share your experience with the Work N Peace project and its inspiration?
The project initially stemmed from an illustration idea I had during a period of personal challenge, when achieving work-life balance felt particularly elusive. Sometimes, visual projects emerge from a deep exploration of our innermost feelings and thoughts. "Work N Peace" was my attempt to express the internal struggle for balance through visuals.
Navigating the delicate concept of work-life balance amidst busy schedules and hustling through each day is a profound challenge. In today's era, where long work hours often lead to losing touch with oneself, is achieving balance even possible? Are we permitted to seek it?
Working on the project evoked mixed emotions, given the weightiness of the topic. However, in the end, the endeavour felt meaningful, and I found satisfaction in my contribution to the project.
What were some challenging projects you've faced in your career, and how did you tackle them?
While at Animal, I took on the task of developing a packaging design concept for Sante, a unique beverage in the Indian market. Initially, I was thrilled about the project as it allowed me to merge my two favorite practices: illustration and design. However, I soon encountered unforeseen challenges. The packaging had to convey a premium feel while also radiating vibrancy to attract the youthful target audience. Additionally, as a new product, it needed to stand out on shelves among other beverage cans. The initial design iterations fell short, and I struggled to create something that truly captured the essence of the product.
In such situations, I've learned that perseverance is key. By iterating and allowing the creative process to unfold, clarity eventually emerges, and the right idea presents itself. Although the client ultimately selected a concept developed by one of my colleagues, which beautifully complements the product, I am still proud of my contribution to the project. It remains one of my favourites.
Could you describe your creative process when starting a new project?
Each project begins with thorough research, involving a deep dive into the client's brief, studying competitors' strategies, understanding the target audience, and documenting key insights. As the project progresses, it's easy to lose sight of the initial objectives. That's why I constantly refer back to my research notes to ensure the project stays on track.
When it comes to execution, I adopt a straightforward approach. I generate multiple iterations while keeping the core idea in mind and referring to my research notes. Objectivity in visual design is challenging, so having a range of options allows me to determine what works best.
You describe yourself as a "free spirit designer" who enjoys exploring imagination in design. How do you incorporate this spirit into your work?
While I'm passionate about my career in design, I sometimes find it limiting, especially in client projects. Each client presents unique challenges, and as a designer, my job is to provide tailored solutions. From the start, I've believed in balancing problem-solving with the freedom to think creatively. I constantly challenge myself to explore unconventional approaches, even if they don't fit the standard mold. This mindset allows me to approach problems from fresh angles and create effective design solutions.
Lately, I've been drawn to illustration as it offers another outlet for creativity. I find myself seeking opportunities to incorporate illustrations into my design projects, as they provide a unique and expressive element.
What are some of your proudest career moments or achievements?
I've been fortunate to work on campaigns at Animal and River that garnered nominations and awards. However, the most genuine moment of happiness for me was when my work was chosen as an in-book winner at Kyoorius Young Blood. It was a moment of pure joy and amazement, reminding me of the potential I have when I put my mind to it.
What advice do you have for new designers entering the field?
Explore the diverse realms of visual design, avoiding the constraints of predefined paths. Your originality and distinctiveness are crucial, particularly in an era dominated by AI-generated visuals. With new mediums of self-expression continually emerging, experiment with various styles and tools to expand your creative repertoire.
What are your aspirations and goals for the future? Where do you see yourself in the next few years?
I'm a graphic designer with a passion for illustration and a dedication to the craft. My interests primarily revolve around projects that combine illustration and design, such as book covers, children's books, and album covers. I'm eager to explore more of these projects in the future. Additionally, I'm a curious learner who loves experimenting with new and less-explored mediums. I'm committed to continuing this exploration, constantly adding exciting tools and techniques to my skill set.
