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Anushree is a Visual Designer, focusing on Hand Lettering and Illustration at the moment. She is also heading towards UX and Service Design. For her, solving puzzles, playing board games, and several outdoor sports and activities have always been a hobby, and she tries bringing fun ideas from them into her work.
Why are you a Graphic Designer (or Lettering Artist)?
Hand Lettering is a craft I taught myself while I was learning calligraphy. Since it is a practice of drawing, it allows me to use my illustration skills to create unique artwork. I want to bring and share joy with my viewers, by commenting on the quirks of everyday life. I create artwork for myself, friends and clients, to express my personality, or theirs, in a way that is relatable.
Did you attend school for fine art or design?
I attended Srishti Institute of Art, Design and Technology, in Bangalore, where I took a number of courses in Visual Communication.
You have a special passion for chalk lettering! How did you get interested in this?
I was quite fascinated by chalk art created by the lettering artists I follow (Lauren Hom, Stefan Kunz), the simplicity of the medium, and the ability to create large artwork in a similar way as you would with pencil and paper. Like pencil, chalk is a temporary medium and is forgiving when it comes to making mistakes. Chalk artwork is gaining popularity in India, so I wanted to ride that wave with my ‘Deck the Walls’ project, to create Christmas themed lettering at restaurants. Restaurants were also a good public space to gain visibility.
For your chalk artwork, do you first prepare a layout on paper? What’s your process?
Yes, for any process, no matter what medium, I always start on paper. Based on the dimensions of the available wall or chalkboard space, I first make a few rough sketches for the client to approve. Usually I mock that up digitally and with colour, for them to see how it would look with chalk on their wall. That’s helpful because sometimes White on Black has a different effect than Black on White. At the site, I use a printout of the final approved design to draw a basic grid on the paper. The same grid and artwork is translated onto the wall so that proportions are maintained.
How did you focus so much on graphic illustrations (Lettering)? When did you realise you loved doing it and wanted more of it?
Lettering allowed me to combine my passion for Illustration and Typography. A lot of letterers share the quote ‘Drunk on Lettering’, but I only knew I was too, when all the artwork I did on the side were lettering pieces. When I had free time I would look at online lettering tutorials, and all the art material I was buying was various pens and also smooth surfaces to draw on.
Were there any particular role models for you when you grew up?
When I was young, I honestly didn’t know much about Design. My extended family is quite artistic, and my parents are both creative in their own fields too. I always attended art classes, so my role models were my art teachers. My cousin was the first in the family to study Design and I was excited to follow her lead.
Who was the most influential personality on your career in graphic design?
I follow a lot of lettering artists on Instagram- like Lauren Hom, Stefan Kunz, and Ian Barnard. I also regularly listen to The Honest Designers Show podcast. I’m most inspired by them not only because of their skill, but the passion they have in sharing their process and journey, and insights into living a creative life. I’m also grateful for my classmates from college and my colleagues, who influence me on a more personal basis.
When did you start freelancing?
I started freelancing when I was in college, but I now continue it in a more professional manner.
Was there any time when you wanted to quit graphic design?
A year after graduating from college, I wanted to, and I did quit working on sole graphic design projects. I like working on entire Brand Identity Systems in a more holistic way. So now I take up entire projects, or Lettering and Illustration commissions.
Are many advertising agencies hiring graphic designers (or Lettering artists)? Do you work more with agencies or publishers or direct clients?
Advertising and brand agencies have in-house Graphic Designers. They usually collaborate with Lettering Artists when it is required for a project. Most of my work has been directly with clients, but I have also worked with agencies on specific projects.
Do you have clients who give you steady work or do you advertise for new clients often?
I do have a few clients who I work with well, and give me steady work. I’m constantly sharing my work on Instagram, so a lot of new clients approach me through the platform if they see something they like. So lucky for me, as long as I’m putting out personal projects on social media, I do not have to advertise for clients.
How do you market yourself?
This is something I have been experimenting with, so I have a list of things that work for me. I saw a lot of difference in my work and my creative confidence when I started sharing my artwork on social media. It is only recently that I have started creating opportunities for myself by starting side projects around the kind of work I am passionate about, and want to be hired for. I started the ‘Deck the Walls’ project before Christmas time in 2019, to create chalk lettering on menu boards and walls in restaurants. I created and handed out a flyer showing my lettering work, to restaurants, and soon some of them were calling me back to decorate their space for Christmas. The best part was, some also commissioned more lettering work for their marketing projects.
I heard designer Ryan Bowles talking about this piece of advice he received- ‘Don’t go out of your way to network. Network when you are out’. So when I meet new people while tossing a frisbee on Sunday morning, or at a Board Game Night, I’m interested in what they do, and I talk about my work as well. I also try to attend a few design events and workshops every year as it’s a great way to find like-minded peers and market myself. I have conducted lettering workshops myself, and for someone like me, who isn’t the most extroverted and social person, these are great spaces to build a network.
Any other Indian graphic designers/letterers who you admire?
Chandan Mahimkar is an Indian Lettering Artist and Design whose work is like no other. He shares personal work every weekend, and I am hugely inspired by his classy lettering styles. Other designers and typographers like Pooja Saxena and Kriti Monga conduct Type Walks and create Type Interventions/ Installations. They have had an influence on my personal projects as well.
What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
There are several career options within and around graphic design, and I would encourage aspiring creative professionals to find a niche that they are passionate about, to stand out amongst the sea of designers that are in a similar space. I have also understood the value of creating personal projects to share the kind of work you want to be hired for. So show your work to people, and don’t be afraid to try out new ideas.
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, I think a lot of clients are understanding the value of design, and including designers in the complete business planning and communication process. Others are probably still getting used to this idea, and that although good design comes at a price, it is highly valuable.
Mac or PC?
Mac
Who would you like to take out for dinner?
The members of the Honest Designers Show podcast. It’s fun to listen to them, and I would love to meet them.
What’s on your iPod?
Never owned an iPod, but I listen to selected sounds from The Scorpions, Kodaline, Bon Jovi and Billy Joel to ones like John Mayor, Adele and Prateek Kuhad.
What’s your Twitter Handle? Instagram?
Instagram- @anushreechokappa
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