Madhurika is a freelance visual designer based out of Calcutta. A travel enthusiast, environmentalist and creative powerhouse, who likes to work with brands that support sustainability or lifestyle changes. A self-taught entrepreneur, she is the founder of Go Bandanas India an e-commerce store that specialises in personalized pet accessories. When not cuddling her fur baby, Pixel you can find her hugging trees. She also has an interest in landscape photography where she wants to teleport the viewers into her pictures. She believes, it’s the little things in life that matter.

Why are you a Graphic Designer?
I believe design is intelligence having fun. As a designer, exploring different perspectives is an intrinsic part of my creative identity. Looking at mundane things differently is fulfilling, enlightening and challenging. I have been inclined to art and design since childhood. Deep inside, I knew design was my calling. Although it took me a while to hone my skills and refine my craft. Nevertheless, I thoroughly enjoyed experimenting and exploring the field.

Did you attend school for fine art or design?
I pursued a PGDM course in Graphic Communication from MAEER’s MIT Institute of Design, Pune. And then went for my MA to UAL: London College of Communication on Graphic Branding & Identity.

You have a distinct style of Design. How long did it take you to develop your style?
As a designer, I prioritize my client’s authentic personality over my trademark style.

Good design is not just a good sign for the designer but the brand as well. Good design speaks to the customers, brings like-minded people together, celebrates shared values and reflects the brand’s ethos. The positive spill over effects of good brand design inspired me to launch The Designer Amma, my design and branding brainchild. The Designer Amma is founded to create brands that people love and relationships that people love through meaningful design.

Design is beyond being “pretty”. I prefer minimalist, impactful and problem-solving designs.

How did you focus so much on graphic illustrations? When did you realise you loved doing it and wanted more of it?
Icon-ism, graphic illustration and other forms of visual language can reflect volumes about a brand’s personality and ethos but is not for every brand. I mould my visual language as per the brand’s personality and targeted audience.

Were there any particular role models for you when you grew up?
APJ Abdul Kalam continues to be my inspiration. His hustle and down-to-earthiness continue to inspire today’s generation. He changed lives with his wisdom and intelligence.

Who was the most influential personality on your career in graphic design?
Jessica Walsh is my inspiration. She established a bold and unique sense of design for herself. Her design agency, Sagmeister and Walsh inspired many women to pursue their dreams in those times and she continues being brilliant with &Walsh.

When did you start freelancing?
I started freelancing while pursuing my PGDM in 2015 and began working full time after my MA in 2018.

Was there any time when you wanted to quit graphic design?
Never. Design is now a part of my identity. I learn (and fail), grow and discover something about myself every day. Stimulating my creative juices is therapeutic and emotionally fulfilling. A conventional job will not tap into my creative potential, leaving me unsatisfied.

There are many advertising agencies hiring graphic designers? Do you work more with agencies or publishers or direct clients?
I work with both agencies and direct clients as a freelance designer. I partner with sustainable and impactful clients. I also prefer brands that inspire individuals to instil lifestyle or environmental changes.

Do you have clients who give you steady work or do you advertise for new clients often? How do you market yourself?
I enjoy working on branding projects because it involves marketing, psychology and strategy in addition to design. However, majorly all branding projects are contractual. LinkedIn, Facebook, Upwork were my starting points.

However, I realized word of mouth and relationship building are irreplaceable. Once my work spoke for itself, my connections and referrals increased 3-fold. Afterall, net worth is about networks.

Any other Indian graphic designers who you admire?
Mehak Malohtra, founder of Giggling Monkey, is someone I look up to an inspiration to all Indian female designers. She’s developed an authentic and unique style for herself and uses it in such a way that it looks super interesting and has great recall value for the greater good. I also prefer following budding designers who have something fresh and new to offer to the design industry.

What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
Yes! The design industry is not a monolith. It is evolving and there are many niches the industry has to offer today. Design involves management, marketing, psychology, strategy, interpersonal skills and many other streams. Furthermore, design inspires people to challenge themselves in a creative way. It is imperative for graphic designers to improve their craft and evolve themselves in order to survive in the creative industry. I love growing, expanding my horizons and adapting myself to industry changes.

Do you think Clients are opening up to keeping aside a decent respectable budget for design work? Do you think clients are understanding that they need to invest in Design as a communication tool and also to cut the clutter, and that good design comes at a price?
It truly depends on the client. For e.g: clients based in metropolitan cities have higher budgets for designers. Nevertheless, there is still a section of clients who are reluctant to invest in design. They find the creative process substitutable and fail to realize how design and marketing aren’t just something to make their social media presence “prettier” but is rather a communication tool to garner more customers.

However, said that we have come a long way and social media played a huge role in the same. Brands have realized the importance of investing in design to help them make stand out from the clutter.

Mac or PC?
PC

Who would you like to take out for dinner?
I would love to take my fur baby – ‘Pixel’ for dinner. I hate leaving him at home when I dine out. I know he hates it too. As a pet parent in India, I would love to see more pet friendly restaurants and public spaces. My emotional connection with my fur baby and my zeal for designs gave birth to Go Bandanas India.

What’s on your iPod? Spotify?
I believe lyrics are as important as the music of any song. I have always been a fan of Indie classics, Indie pop, ghazals and poetry.

What’s your Twitter Handle? Instagram?
Instagram: www.instagram.com/madhu_tuki