Hasta La Creative!

Shivani Parasnis is a graphic designer, letterer and book-maker. She is currently pursuing her MFA in Graphic Design from the Maryland Institute College of Art (MICA), Baltimore after being on a rollercoaster ride of biotechnology, public health and design. Her work is an amalgamation of minimalism, lettering, humour and some more lettering. She is passionate about typography, calligraphy, stationery and food, in no particular order.

Why are you a Graphic Designer?
Throughout my journey as a biotechnologist, public health researcher, and ultimately a graphic designer (!), I realised how important and phenomenal it is to communicate your ideas through visuals, color and gorgeously laid out text. After having pursued science for 7 years, I knew deep down that only design makes me the happiest! The leap from biology to design was huge, but definitely worth it.

Did you attend school for fine art or design?
Design, but not until August 2018. I completed my undergrad and postgrad studies in Biotechnology, after which I moved to the US to pursue my MFA in Graphic Design from MICA (Maryland Institute College of Art) earlier this year. Yes, this is my second time in grad school!

You have a distinct style of Design. How long did it take you to develop your style?
I don’t believe I have a distinct style yet, however I do enjoy minimalism in everything I do. I am the brand ambassador for line art and monoline design, haha.

How did you focus so much on typography based design? When did you realise  you loved doing it and wanted more of it?
Most of my typography-based work is around the idea of calligraphy and handlettering. I formally learned calligraphy from Achyut Palav back in school and continued to practice it through all these years. However, only now am I delving into experimental forms of calligraphy and digital typography, which grasps my attention more than anything else.

I have always appreciated hands-on work produced by great artists and designers around me. Looking at the work they make only inspires me to do better and advance my skill to a higher level.

Were there any particular role models for you when you grew up?
My role models shifted and changed as I advanced through biotechnology, public health and design. There are too many to name!

Who was the most influential personality in your career in graphic design?
A lot of people have been crucial factors in my not-so-long career in graphic design. However, I always give most of the credit to Lokesh Karekar (Design Director/Founder of Locopopo Design Studio, Mumbai) who mentored me throughout my early days of being an amateur designer and helped me grow and evolve through my tenure at Locopopo.

When did you start freelancing?
I started formally freelancing in the second half of 2016. Before that, I was just an art/craft enthusiast in my family.

Was there any time when you wanted to quit graphic design?
My journey has JUST BEGUN, haha! I don’t think I would ever want to quit.

Are many advertising agencies hiring graphic designers? Do you work more with agencies or publishers or direct clients?
Most of the times, I work with clients directly.

Do you have clients who give you steady work or do you advertise for new clients often?
So far, I haven’t worked with long-term clients independently. As a freelancer, I constantly keep self-advertising for newer clients. I feel you get a steady stream of work when you’re with a studio or agency but for all other freelance work, it’s imperative that you put yourself out there.

How do you market yourself?
I upload most of my projects on Behance and everything else (along with that) goes on Instagram.

Any other Indian graphic designers who you admire?
Lokesh Karekar, Sameer Kulavoor, Mira Malhotra, Shiva Nallaperumal, Khyati Trehan, Sudeepti Tucker, Pragun Agarwal…

What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
Graphic design as a career is definitely rewarding and gratifying. I don’t think I am experienced enough to advice people yet, but I know for a fact that the key to making good work is patience and constant practice. If there is something you like doing/making, keep at it! Keep your eyes, mind and ears open to everything around you. Observe, learn and explore; there is so much of that to do!

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?
Clients are opening up to the idea of investing in good design, however, I feel it hasn’t picked up the required pace yet. While I have worked with clients who value your time and effort, and understand that good design comes at a price, I also deal with clients who want good design but consider the process of ideation to be equivalent to ‘just a scribble’ and thus defer from the budget that’s proposed.

Mac or PC?
Mac.

Who would you like to take out for dinner?
Agathe Sorlet.

What’s on your iPod?
A wild mix of Hindi, Malayalam, English, Marathi, Konkani and Spanish songs. Oh, and ghazals, hindustani classical music and ALL songs from Gupt.

Whats your Twitter Handle?
I don’t have Twitter but my IG is @shivaniparasnis.

Online
Sense International India

Advertising Agency:Cheil Worldwide, India
Group Creative Director:Vinod Sivan
Executive Creative Director:Vijay Simha Vellanki
Copywriter:Nishith Sidana
Designer:Kailash Chandra Bhatt
Developer:Rohit Kumar
Chief Creative Officer:Sagar Prabhakar Mahabaleshwarkar

Online
Treasury Wine Estates;19 Crimes

Advertising Agency:JWT, New York, USA
Production Company:Tactic
Executive Creative Director:Sean DallasKidd
Art Director:Chelsea Nobbs
Copywriters:Tom Hasenfratz, Liana Ogden
General Manager:Ryan Lincks
Senior Strategist:Kathryn Earls
Account Executives:Remy Wainfeld, Janae Monfort
Producer:Dora Lee
Associate Creative Director:Ken Hall

Film
Verizon

Advertising Agency:The Community, Miami, USA
Chief Creative Officer:Joaquin Molla, Mark Sweeney
CoFounder:Joaquin Molla
Executive Creative Director:Marcus Kawamura
Creative Director:Raphael Franzini
Senior Director:Ramon Nunez
Group EP:Ramon Nunez
Senior Producer:Julio Rangel
Managing Director:Julie Liss, Ana Bermudez
Chief Strategy Officer:Julie Liss
Svp:Brad Filice
Group Planning Director:Brad Filice
Vp:Ana Bermudez
Brand Lead:Rosemary Rosas
Brand Supervisor:Melissa Naranjo
Brand Associate:Renée Beauchamp
Business Affairs Manager:Priscila Houran
Production:The Maker’s Lab
DoP:Sam Brave
Line Producer:Stefan Guarch
Editorial:The Maker’s Lab
Editor:Abraham Torno
Vfx Artist:Abraham Torno
Colorist and Finishing Editor:Nicolas Cragnolino
Senior Audio Engineer:Jeannine Guenther
Senior Post Production Manager:Sharon Campos
Associate Post Producer:Sarah Mohammed
Original Music:Jsm Music

Media
Hornbach

Advertising Agency:Heimat, Berlin, Germany
Filmproduction:BenteleBecker Bewegtbild
Set Construction:M Box Bewegtbild
Sound Design:M Box Bewegtbild
Direction:Jan Hendrik Becker, Ulrich Bentele
Music:Perkypark Musik (Peter Hayo)