A Conversation with Graphic Designer Jainisha Vira, by James Scarborough

Jainisha Vira, an aspiring graphic designer, presents a vibrant fusion of traditional Indian art styles with contemporary digital techniques. Her portfolio reveals a deep engagement with her Indian cultural heritage, notably in her investigation of Warli and Phad painting styles. These traditional Indian art forms are characterized by their distinctive approaches to storytelling and visual representation. Warli focuses on simplicity and monochrome; Phad narrates elaborate religious tales through colorful scrolls.

Her work, however, doesn’t just copy these styles. She reinterprets them with modern twists that resonate with global audiences while preserving their essential message. Her project for AP 2D Art & Design involves integrating these styles into modern festival themes such as Diwali and Navratri, using digital media to add depth and vibrant colors. This approach not only keeps the traditions alive but also makes them accessible to a broader audience.

As aesthetically rich as her work may be, she also imbues it with intentions that reflect significant cultural narratives. Her work acts as a cultural bridge, educating and inspiring viewers by marrying the historical richness of Indian art with the dynamic possibilities of modern graphic design techniques. This synthesis of old and new exemplifies how traditional arts can thrive and evolve in contemporary art.

JS: What initially drew you to the field of graphic design, and why did you choose to pursue it as your career?

JV: I have always had a passion for art, be it creating it myself or admiring the works of others. During my high school years, I was more inclined to art subjects than to Math and Science. Although I was not highly skilled at drawing or painting, I was intrigued by the thought of pursuing a career in the arts. I researched various creative art streams and discovered graphic design. I immediately fell in love with typography, branding, and packaging. From that point on, I knew that graphic design was the path I wanted to pursue.

JS: Can you share about the artists or designers who have influenced your work the most? How have their styles or philosophies impacted your approach to design?

JV: Several artists and designers have significantly influenced my work. My favorites include Armin Hoffmann, Akshar Pathak, and Sujata Keshavan.

Armin Hoffmann uses basic shapes and typography that captivates and inspires me. I admire his way of communicating messages through his use of colors and text placements in his works.

Akshar Pathak is a young graphic designer from India whose minimalistic style has immensely influenced me for my branding, logos, and poster designs. I appreciate his ability to create designs that are powerful with minimal elements.

Sujata Keshavan is another Indian graphic designer whose simplistic yet impactful brand identity and design artworks inspires me. Her approach to design is clear and straightforward, which I find admirable.

Finally, Bradbury Thompson is an artist whose work often incorporates monochromatic and primary colors. Despite using only a few colors, his work still impressively manages to communicate its message to the audience.

JS: Your portfolio shows a strong connection to your Indian-American heritage. How do you blend traditional Indian art forms with modern graphic design techniques in your projects?

JV: I have always tried incorporating Indian art forms with modern graphic design techniques in the project I am working on. I achieve this by using various fonts, colors, and symbols reminiscent of traditional Indian art and culture. I look for inspiration from Indian architecture, photographs, and other sources to find references for colors and symbols.

JS: Of all the projects you’ve worked on, which one are you most proud of and why? How did this project challenge and grow your skills as a designer?

JV: I created a product called Thandi Yaadein, for which I designed the packaging in my Packaging Design 1 class and a promotion animation in my 3D Motion Graphics class. The project focused on creating a packaging design and 3D motion graphics commercial for a food product. I am proud of this project because it allowed me to learn and enhance essential packaging design and animation skills and the eventual quality outcome of the product.

In this project, I learned how to create packaging for a product from scratch. It allowed me to consider every detail and aspect of creativity, be it the graphic design elements involved in the packaging, the shape, size, and material. I also learned how to create 3D motion graphics to showcase the product engagingly and dynamically. 

Through this project, I combined my creativity and technical skills to produce a unique and exciting packaging design experience. I thoroughly enjoyed from the initial concept creation to the final product presentation. The Thandi Yaadein project challenged me to think outside the box and explore new techniques and approaches to packaging design and animation. 

Overall, this project experience has been tremendously rewarding and has allowed me to grow personally and professionally. I am proud of the outcome and confident that the skills I gained during this project will benefit me in my future work.

JS: Could you walk us through your creative process, from initial concept to final design? How do you approach a new project?

JV: My approach to my design varies depending on the project type. Sometimes, I do not necessarily have a set creative process. Usually, I start designing just based on the information I already have. However, I prefer to brainstorm and gather information before starting the design process for most projects. It usually involves researching and gathering information about the project topics. Once I clearly understand the requirements of a project I am working on, I begin sketching out designs before transferring them to whatever software I plan to use. There will inevitably be a few revisions during this stage as I experiment with different styles, compositions, color palettes, fonts, and other design elements.

JS: How has your use of different software and digital tools, like Adobe Illustrator and Procreate, influenced your design work? Do you prefer certain tools over others for specific types of projects?

JV: I use Procreate for brainstorming my projects as it is a fantastic app for sketching and creating concept art while on the go. The brushes are highly versatile, which allows me to explore ideas freely and maintain that hand-drawn feel even in digital designs.

Once done brainstorming in Procreate, I transfer my design to Illustrator to further develop my ideas. I use Illustrator more frequently as I feel more comfortable with it since it was the first software I learned. Illustrator is perfect for creating clean, scalable logos, icons, and vector illustrations that work seamlessly across various mediums.

JS: Graphic design can be challenging. Can you discuss a difficult project and how you overcame the challenges it presented?

JV: In the Communication Design 3 class, I created a book about Indian textiles and its history. I wanted to include the history of Indian textiles from the Ancient, Medieval, and Colonial periods. However, I struggled to decide on the layout of the timelines and articles. I did not want to overwhelm the readers with too much text at once or have the history section take up too much of the book. I tried various layouts, such as having the article first and then showing the timeline in a catalog-like layout or having the timeline arranged in two rows on a page and then placing the article after. Ultimately, I arranged the timeline at the top and the article at the bottom. I liked this layout because it struck a good balance between text and images and did not overwhelm the readers with too much text or just pages of timeline with very little content.

JS: Where do you see your graphic design career heading in the next five years? Are there any specific goals or milestones you’re aiming to achieve?

JV: In the next five years, I envision working at a highly reputable design studio where I utilize my design skills and creativity to produce impactful real-life client projects. I aspire to be part of a team that focuses on creating innovative and impactful designs that help clients achieve their goals. I also hope to gain recognition for my work and earn awards that showcase my talent and dedication to the field. By continuously learning and growing, I aim to establish myself as a respected and trusted designer in the industry.

JS: You mentioned the power of art to move from ‘darkness to light’. How do you think graphic design can contribute to societal change or awareness?

JV: My ultimate goal as a designer is to create visually striking and thought-provoking designs that could generate awareness and inspire people toward bringing positive change in our lives. I am constantly striving to produce captivating imagery that is aesthetically pleasing as well as accessible and inclusive for everyone. I believe that design can be a powerful tool to tell stories and communicate messages in a way that can resonate with people from all walks of life. I hope to motivate others to take action and make a difference in the lives of people around us and the globe by creating meaningful and impactful designs.

JS: What advice would you give to young, aspiring graphic designers starting in the field?

JV: As an aspiring graphic designer, it is crucial to keep exploring different styles and experimenting with various traditional and new techniques and software. By trying new things, you can enhance your skills and broaden your thought process, which will ultimately help you approach things more creatively and diversely. 

Do not hesitate to make new connections and befriend teachers and upper-term students. Try to make the most of every networking opportunity available. They can provide valuable feedback, advice, and inspiration that will immensely contribute to your success. 

Always push yourselves to excel in whatever you do, and do not take feedback and criticism personally. Instead, approach those as opportunities to learn and grow. Embrace positivity and remember that there will inevitably be ups and downs.

JS: How has your design style evolved from when you first started in graphic design to now? Can you pinpoint any key experiences or projects that influenced this evolution?

JV: When I first began designing, I did not know the foundational principles of graphic design. I just created designs based on what I thought looked good. However, while preparing to put together my portfolio for college admission, I found out about a virtual National Portfolio Review Day event happening. I attended online sessions offered by several colleges and shared my portfolio with the admission counselors, asking for their feedback and how to improve it. There were a few colleges where the representatives took the time to help me improve my artwork piece by piece.

During college, I had to create a collage exploring beauty standards in India in one of the projects. This project helped me understand the cultural and societal factors influencing these standards. Working with analog materials like magazines and photographs improved my craft. I learned a lot about art and cultural studies, and it was a valuable experience that expanded my skills.

I created a vinyl music album cover in the American New Wave style for another project. Though this style is colorful and has no grid system, I used a grid and no colors to alter it slightly. This process taught me how to implement a style into my work while maintaining its fundamentals, even when making changes.

These projects allowed me to experiment with different styles and expand my skills.

JS: Your portfolio includes a variety of multimedia works. How do you approach the integration of different media and techniques in your design projects?

JV: As a designer, I enjoy working with different types of media. To me, the integration of different media and techniques is all about creating a seamless experience that enhances the message. First, to achieve this for any project I work on, I understand the purpose and identify the target audience. After that, I determine what message I want to convey and how best to do so. 

Next, I evaluate the user experience and consider how all the different components will work together. I like to confirm that everything complements each other and that the design language is cohesive. It includes aspects like the color palette, typography, and visual style. I strive to create a unified project that feels complete even with diverse elements.

JS: In your AP 2D Art & Design portfolio, you explored traditional Indian art styles with a modern twist. What motivated you to embark on this project, and what were the key learnings from this exploration?

JV: I became interested in the traditional art styles of India and decided to learn more about them. I came across the Warli and Phad art styles, which share certain similarities yet have unique differences. Phad is a flat art style featuring bold outlines and large-size central figures with minimal perspective. Warli incorporates more intricate details and a sense of movement using geometric shapes. Both art styles are known for depicting stories, religious or daily life narratives, but with different visual characteristics. 

I decided to experiment with illustrating various celebrations and festivals in Indian culture using these styles. I also implemented digital collages to add depth and texture to the images. 

JS: You’ve done personal branding projects like ‘Kitty Cup’. What are the unique challenges and rewards of creating a brand identity from scratch, and how do you ensure it resonates with the target audience?

JV: When building a brand identity from scratch, it is essential first to understand the brand's core values, mission, and target audience. It involves capturing the brand's essence and translating it into a visual language that resonates with the audience.

Creating a brand identity process is challenging, primarily because it requires making the brand unique and stand out from the rest of the market. However, the immense reward of creating a successful brand identity enables the brand to grow and make a lasting impact.

It is essential to conduct extensive research and understand user personas to ensure the brand identity resonates with the target audience. It includes identifying the target audience, who they are, what they want, and where they are. It is also crucial to analyze competitors in the same brand area to determine what is and is not working for the brand.

Once the research is complete, the next step is to explore different visuals, including the logo design, color palette, typography, and imagery. These elements have to be carefully selected to create a brand identity that will stand out and appeal to the target audience. The logo design should be simple yet memorable, while the selection of color palette should be chosen based on the brand's personality and values. The typography should be easy to read and aligned with the brand's tone, and the imagery should be consistent with the brand's message and values.

In summary, creating a brand identity that resonates with the target audience requires extensive research and careful selection of visual elements that accurately reflect the brand's essence and values.

JS: During your internship at SJPL TeenHQ, you worked on social media and marketing. How has this experience influenced your approach to graphic design, in the digital space?

JV: Through my experience at SJPL TeenHQ, I have gained a deep understanding of graphic design in digital spaces. The insights I have gained have helped me develop a more strategic approach to presenting information fluidly and cohesively. I have learned how to balance the need to provide all relevant information with the user's ability to process it effectively. It has led to a more thoughtful approach to designing digital interfaces which prioritizes user experience. Additionally, I have become more proficient in using multiple panels to effectively communicate information through the use of both text and images. By doing so, I can break down complex information into smaller, more digestible parts, making it easier for users to understand and engage with. Overall, my experience at SJPL TeenHQ has been incredibly valuable in helping me grow as a graphic designer and develop a more user-centric approach to design.

JS: Graphic design often involves teamwork. Can you share an experience where collaboration impacted a project’s outcome?

JV: I have not had any chances to collaborate on my projects, but I am excited about the prospect of collaborating in future terms while in college. Most of my collaborations have been during critiques, where I receive feedback and ideas from my teachers and classmates and provide the same to my fellow students.

JS: As a self-described passionate and creative individual, how do you approach learning new skills or techniques in graphic design? Can you give an example of a skill you recently learned and how you applied it?

JV: When it comes to learning new skills and techniques in graphic design, I like to approach the process with a combination of curiosity and structured planning. First, I search for video tutorials and gather inspiration for what I want to do. Once I have a clear idea of what I am trying to accomplish, I begin to practice the skill or technique on my own, experimenting with different approaches and settings.

Recently, I had the opportunity to take a 3D motion graphics class where I learned how to use Cinema 4D, a 3D software. Throughout the course, I gained experience in creating 3D models and animating them. For my final assignment, I decided to showcase my skills by turning one of my previous projects from my Packaging Design 1 class into a 3D model and creating a promotional video. This class has been a great learning experience that has helped me develop new skills and techniques.

It is just one example of how my passion for learning translates into practical application. Ultimately, my goal is to become a well-rounded and versatile graphic designer capable of tackling any creative challenge that comes my way. I can keep my work fresh, innovative, and engaging by constantly exploring new design knowledge and actively applying it to projects.

JS: How would you describe your design philosophy? Does it reflect in all your works, or does it evolve depending on the project?

JV: Design is a powerful tool that can make a difference in people's lives. It should be a seamless bridge between usability and innovation, with the user at the center of it all. A great design is intuitive, accessible, and visually appealing, sparking excitement and leaving a lasting impact. 

As a designer, the goal is to create inclusive experiences that evoke positive emotions and contribute to a better society. I understand the power of design is to empower users and break down barriers, and I'm committed to using my skills to make a positive impact. 

Through exploration, experimentation, and close collaboration with users and stakeholders, I strive to strike a balance between functionality and aesthetics. I want my designs to not only look beautiful but also serve their purpose effectively.

My design philosophy may vary depending on the project but will always reflect my core principles. I aim to create user-centered, functional, aesthetic, innovative, and exciting designs, whether it's a book, poster, animation, or website.

JS: How do you handle feedback and criticism on your work, and how has it helped you grow as a graphic designer?

JV: As an individual who always strives for self-improvement, I find feedback and criticism to be invaluable tools and mechanisms. I see it as an opportunity to gain insight into my strengths and weaknesses. I also see it as a way to learn and grow from positive and negative experiences equally. I have used constructive feedback to push myself beyond my limits, think from a different perspective, and try various styles in my work. I gain a deeper understanding of my abilities and limitations with each feedback, which enables me to develop a more well-rounded and impactful approach to completing my design work and achieving my goals.