Pratyush Gupta is a brand strategist and graphic designer, who combines his experience in branding, illustration, information and print design to transform complex ideas into powerful narratives.

Music is his second language, influencing the way he thinks and designs. Merging his love for design and music, he created Swarpeti, a series of interactive pop-up books, that help children understand and experience the magical realm of Indian classical music. Outside of work, you might find him trekking in the Himalayas, singing to his plants or admiring insects in his garden.

Why are you a Graphic Designer?
Switching schools in 5th grade was a tough experience for me. I was unable to befriend or talk to anyone. Art and music became my channels of expression and helped carve an identity for myself. Since then I knew that I wanted to pursue a career in either field. I chose graphic design, which helped me strengthen my voice and ultimately reconnect with music in a different form.

Did you attend school for fine art or design?
Yes, I studied visual communication design at Srishti Institute of Art, Design and Technology (now Srishti Manipal).

You have a distinct style of Design. How long did it take you to develop your style?
My work is rooted in Indian culture. It is influenced by the art and everyday life that I’ve observed and appreciated since I was young. My design education helped me refine this language and make it more functional.

How did you focus so much on graphic illustrations? When did you realise you loved doing it and wanted more of it?
We got our first home computer in 1995. Microsoft Paint opened up a whole new world for me. I would sit on the computer for hours and pour my imagination into the software. When we got a printer and I was able to transform my digital world into reality, actually touch and experience something I’d created virtually, I knew that digital illustration and I are going to be friends for life.

Were there any particular role models for you when you grew up?
I was fascinated by Roald Dahl’s ability to concoct bizarre and fascinating worlds through his words; and Quentin Blake’s ability to bring aspects of those stories alive through his illustrations. Through my work, I strive to recreate that feeling of awe and magic that I felt as a child.

Who was the most influential personality in your career in graphic design?
My teachers from college have played a huge role in my career path, two of them in particular – Kumkum Nadig, who showed me that information can be beautiful and an effective medium for storytelling, and Tara Kini, who helped me to see music everywhere I look.

When did you start freelancing?
After graduating in 2012, I worked for a year with a design studio in Delhi, post which I decided to take the plunge into freelancing, and there’s been no looking back.

Was there any time when you wanted to quit graphic design?
I think most of us go through periods of self-doubt and dilemma. When amazing work by people around the world floods my social media feed, I often wonder whether my creations add any value to what’s already out there. I’m overcoming this feeling by taking more projects related to the issues that I believe in; helping make the world a better place in my own small way.

Are many advertising agencies hiring graphic designers? Do you work more with agencies or publishers or direct clients?
I haven’t worked with advertising agencies, all my clients approach me directly.

Do you have clients who give you steady work or do you advertise for new clients often?
It was slow in the initial years since I started freelancing, but now there’s a steady stream of work. I don’t feel the need to advertise.

How do you market yourself?
Though I actively create and promote content for my clients, marketing myself takes a back seat. This year I’m planning to pull my socks up and update my Behance portfolio, actively maintain my newly launched Instagram handle, work on my website and launch a Kickstarter project for my book.

Any other Indian graphic designers who you admire?
Anthony Lopez. I had interned under him and it was my first experience designing for the ‘real world’. Though it felt underwhelming at the time, as I reflected, I realised that he taught me a very valuable lesson—to articulate my decisions and thought process and not be swayed by everything a client says.

What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
The world definitely needs more designers and the field is rapidly expanding. Many aspects of graphic design are now easily replicable by AI, and automation is only going to get more refined in the future. While using these tools to our advantage one must build their expertise in storytelling and problem solving to stand out.

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?
Yes, especially during the pandemic, people have realised the importance of creating a digital presence and the value that clear, consistent and effective communication can bring to their endeavour. They are willing to invest in design to stand out from the crowd and ensure that the right people hear what they have to say.

Mac or PC?
Mac.

Who would you like to take out for dinner?
I miss my friends from college. I’d like to take them all out for dinner.

What’s on your iPod? Spotify?
Bavra Mann Dekhne Chala Ek Sapna, on repeat.

What’s your Instagram handle?
@designalay