Akriti Kapur is a Graphic Designer by profession and has had the good fortune of being mentored by some stalwarts from the design fraternity. Having worked extensively for about 8 years in the Design industry and heading the creative depatment for varius firms, she has handled projects such as the Launch of One Indiabulls, Rebranding of Sarvodaya Hospitals, Dhabha by Claridges, Launch of Volvo S60 and various clients across FMCG, realty, and consumer durables category.
Akriti’s work got featured in Brand and Brochure & Layout Design Book, an international platform for showcase of exclusive graphic designing work and is also awarded for a Special Winner Certificate for participating in the “Absolut Bottle Design” campaign hosted on Talenthouse India.
She’s now started her own venture by the name of ARTBOAT.
A little about your outfit Artboat. What do you do?
ARTBOAT is a creative agency catering to your brand creation through visual identity, packaging, advertising, websites & many things in between.
We believe that brand creation is an adventurous and creative journey, come aboard and let us help you in every step!!
What made you start Artboat?
Design is a journey that started for me much before i joined college. With gaining experience on the job and as a design consultant, every day is a learning process. ARTBOAT aims to further initiate the design process and give the clients a fresh look to their design needs.
Tell us about your designers/animators. Did they go into fine art or design schools? How do you pick them up?
As the startup is just forthnight old its and currently just me as the design head. As we rope in more clients and projects, more people will be involved depending on the kind of work the project demands, weather it involve tying up wtyh illustrators, designers or artists, ARTBOAT would love mergers with people with all different skillset.
Can you tell us the process of building a design language for a brand?
From starting with the naming of the brand, reseraching about the demographics and the nature of the brand the brand story starts to form a shape.
Designing a moodboard and perceiving the first thought of the consumer about that brand forms the basis of the design and execution.
How important is the focus on good design in Artboat?
Good design along with a good understanding of the brand is what ARTBOAT aims for. The consumer should be able to relate with the brand and the design should help him do that.
What does Artboat do which sets it apart?
As we have just started our sail, in few months from now we will get a better picture of what sets it apart from others.
Tell us something about Design in the Digital Era.
Digital Era has made it much easier for brands to reach a large audience through just a click of a button. As it hasn’t taken much away from the print media but it has given a huge platform for the brands and as well as the customers to see their brand, review it, have an open forum to discuss about it and then being loyal towards it.
Were there any particular role models for you when you grew up?
Not really! Just had a vision about me being an entrepreneur.
Who was the most influential personality on your career in Brand Building?
Starting from my dad who is an Architect, my sister who is an Interior designer, design is something that had always intrigued me in some way. My sister encouraged me to take up this career and since then its been a wonderful journey all along. Now with the confidence of my husband Artboat has materialized and i am looking forward to the future.
Do you work with any advertising agencies? Or mostly directly with brand teams at clients’ side?
I am currently working with an Advertising agency called as Glue creatives a creative director. Along with this i am working for Velocity Cycles.
What do you feel about the state of design in India? Do you feel that our collective aesthetics need to improve?
More startups are emerging an people are looking for more new and dynamic work for their brands. Yes i do believe that a major part of the clients need to improve their ideology about Graphic Designing being a much more serious and benefitting career choice.
Any other Indian design firms that you admire?
I admire NH1 Design for their fresh and concept based designs, CODESIGN also comes on the top of my list.
What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
Yes definitely, i have inspired few of my cousins to take this up and will continue to do so.
Who would your design team like to take out for dinner?
ARTBOAT would love to take Sundar Pichai (CEO of Google) out for dinner.
What’s on the company iPod?
Lot of screenshots of the design that I love.
Mac or PC?
MAC hands down!
Whats your Twitter Handle?
I am not on Twitter.