ISSUE: 142
Pankti Sheth uses ‘ice-breaking’ visuals to clearly convey her clients’ stories in an overcrowded marketplace
What role has formal design education played in your career?
PS: The notion of creativity and design has always appealed to me. The freedom to explore and express oneself in the creative field has always piqued my interest. I pursued a Master’s in Applied Art at the Maharaja Sayajirao University in Baroda. During my years there I learnt that a design has the power to solve complex problems or change people’s minds about things. My mentors helped me acquire the ability to visualize and illustrate ideas. Formal education adds value to humans. One must have an understanding and appreciation of not just design but all other aspects that go into blowing life into designs. It’s important that your suggested creative output makes business sense.
How do you provide relevant, culturally contextual design solutions for your clients?
PS: Design is an amalgamation of science and art. As a result, we as designers mix expertise, ideas, and concepts. We strive to give the right mix to the client from the beginning of the ideation process to the final delivery of the artwork. Our team enjoys solving complicated issues while concentrating on people and the future, resulting in a smooth brand integration experience. We are enthusiastic about challenging the status quo, which motivates us to contribute creatively to every project.
.
What is the most challenging brief you’ve worked on?
PS: We were asked to design a wall for Balaji Wafers, India’s leading snack brand. They wanted their office walls to talk about their legacy. It was to be a fun wall that made their office look like it was a comfortable place to work and grow in. Working for a giant like that was humbling and we wanted to do our best. We designed a bioscopic wall with a peephole that showed the legacy of the company through old pictures. While their office is very modern they wanted to stick to their roots in some way and this design did the job just right!
Purchase Designindia 132 here. Read the digital copy of Designindia on Magzter, or POOL App which you can download from AppStore, Google Play.