Hasta La Creative!

Kritika Trehan is a graphic designer by day, illustrator by night. She graduated from Srishti Institute of Art, Design and Technology and is juggling between working for others and herself. Her work is rooted in nostalgia, gender, vernacular and pop culture and she has a new found interest in hand lettering. She enjoys using humour and loves print and web equally (almost). When she is not doing work for others, she likes to work on side projects. She talks too fast, organises too much and is now regretting writing this in third person.

Why are you a Graphic Designer?
I feel graphic design allows us to communicate an idea, however complex, visually and in a much more interesting and relatable way. I also love using it as a medium to create conversation about things that I might not be comfortable either talking or even writing about.

Did you attend school for fine art or design?
I went to Srishti Institute of Art, Design + Technology

You have a distinct style of Design. How long did it take you to develop your style?
Quiet honestly I don’t see a very clear style in all my work since I am still exploring mediums and learning techniques everyday. However, I do aim to have a more conceptual/thematic style flowing through my work which mainly relies on things like vernacular, gender, nostalgia. I also always like to think about what my work is trying to say rather than how it always ‘looks’ which usually drives the form itself.

Were there any particular role models for you when you grew up?
I never wanted to be an artist in school unlike many other artists. Art and Design happened to me much later, in college. Some of my biggest influences are Jean Jullien, Christopher Doyle, Kruttika Susarla, Mira Malhotra and all my peers.

Who was the most influential personality on your career in graphic design?
I feel I learnt a lot from my time at Pigeon and co and Studio Kohl while working under Mira Malhotra. In college, my two biggest mentors were Matt Lee and Alison Byrnes.

When did you start freelancing?
In my second year of college.

Was there any time when you wanted to quit graphic design?
No, what else could I possibly do?

Are many advertising agencies hiring graphic designers? Do you work more with agencies or publishers or direct clients?
Advertising agencies are definitely hiring graphic designers but that is just a portion of clients we could work with. I work with direct clients, publishers, other design studios and even independent establishments.

Do you have clients who give you steady work or do you advertise for new clients often?
It has to be both things since you can’t just wait for old clients to come back. Also, I like working on a range of things so if I feel I want to collaborate with someone or work on a certain kind of project that is the kind of work I start putting out there.

How do you market yourself?
Mostly via social media since it’s so convenient. I also like to take part in zine fests or events related to design. The best way is to just do work and then put it up online.

Any other Indian graphic designers who you admire?
Kruttika Susarla, Mira Malhotra, Shiva Nallaperumal

What advice do you have for aspiring creative professionals? Would you advise them to take on graphic design as a career option?
I am still learning myself so I don’t think I can offer any sound advice to anyone. The only thing I would say is that let the context of what you are doing drive your form and not get swayed by trends. This is something I have taken from my mentors and feel it works best for me

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?
I think this is something that is hugely shifting in India and more and more people are trying to understand and invest more in good design. I feel apart from clients it’s also our responsibility as designers to set an industry standard which doesn’t cut anyone short and ensures designer’s get their value for time.

Mac or PC?
Mac, though it really doesn’t matter.

Who would you like to take out for dinner?
So many people, but right now it would be Christopher Doyle

What’s on your iPod?
Janelle Monae’s Make me Feel

Whats your Twitter Handle?
Not on Twitter. https://in.pinterest.com/kritikatrehan/