“Staying up-to-date with the latest design trends is essential for any creative professional”

Ritul Bhattacharjee, an alumna of Apeejay Institute of Mass Communication (AIMC), had a passion for media.  And that transcended the constraints of her science background to pursue her dream. Her inspiring journey began in Dehradun, where she fearlessly pursued a career in the world of creativity and design.

Taking a bold step to switch from science to arts for her graduation, Ritul’s determination and dedication propelled her to explore an extraordinary adventure in the media industry. Now, she stands as a shining example of perseverance and creative brilliance, having come a long way since leaving her hometown, Jamshedpur, four years ago.

Armed with invaluable knowledge and honed skill sets, she embarked on her professional journey, landing a coveted role as a Creative Art Intern at Contract Advertising, an esteemed part of the WPP group. Read excerpts from the interview.

Can you tell us about your experience studying at Apeejay Institute of Mass Communication and how it has shaped your career as a creative art designer?

Studying at Apeejay Institute of Mass Communication was an enlightening and transformative experience for me. The institute’s curriculum was designed to provide a balance of theoretical knowledge and practical exposure, and this approach significantly shaped my career as a creative art designer.

Throughout my time at AIMC, I was exposed to various aspects of the media industry, including advertising, marketing, and design. The faculty members were experienced professionals who encouraged us to think critically and explore our creativity. They emphasised knowledge-driven practices, which not only helped me gain a deeper understanding of design principles but also prepared me to approach real-world projects with a professional mind set.

As a creative art designer at Wonderman Thompson, what are your main responsibilities, and what does a typical day at work look like for you?

My main responsibilities revolve around translating ideas and concepts into visually compelling designs. A typical day at work is dynamic and filled with exciting challenges.

My day usually starts with discussions with the creative team to understand the project’s objectives and requirements. After gathering insights, I spend a significant part of my day on referencing and researching. This involves studying existing brand materials, exploring relevant design trends, and seeking inspiration from various sources. Once I have a solid grasp of the project’s essence, I begin the concept development phase. During this stage, I brainstorm and sketch out different design ideas, exploring diverse approaches to visualising the concept effectively. Once I have a strong direction, I move on to the execution phase, where I bring the design to life using various design tools and software.

Could you walk us through your creative process when starting a new design project? How do you go from concept development to final execution?

Before diving into any design project, it’s crucial to understand the brand’s tonality and previous work. After gaining clarity on the brief, I research and refer to related ideas while keeping the brand’s image in mind. Taking breaks during this process helps me generate different ideas and approaches.

What, in your opinion, are the key qualities or skills that a successful creative art designer should possess? How do you continuously develop and enhance these skills?

Curiosity is paramount for a designer, along with proficiency in design software and an awareness of current trends and styles. The internet is an excellent resource to fulfill one’s curiosities and stay updated. Constant learning, embracing failure, and perseverance are essential to grow as a designer.

How do you stay up-to-date with the latest design trends and technologies? Are there any specific resources or communities you engage with to stay inspired and informed?

Staying up-to-date with the latest design trends and technologies is essential for any creative professional. To achieve this, I actively engage with various resources and communities. Online design blogs, industry publications, and design-focused websites are great sources of inspiration and knowledge. They often showcase the latest design trends, case studies, and interviews with prominent designers. I also participate in design-focused webinars, workshops, and conferences to learn from experts in the field and gain insights into emerging technologies and best practices. Moreover, being part of design communities and forums allows me to interact with other designers, share ideas, and receive feedback on my work. These communities provide a supportive environment for continuous learning and growth. Lastly, I make use of social media platforms, especially visual-based ones like Instagram and Pinterest, to follow design influencers and explore unique design approaches.

Could you share some fond memories from your time at Apeejay Institute of Mass Communication?

One thing I can never forget about my time at AIMC is the daily presentations. Each presentation brought along  a new challenge and provided industry-driven learning opportunities. During these presentations, we were encouraged to communicate our ideas effectively, using visual aids and compelling storytelling. The experience helped me build confidence in presenting my design concepts and honed my communication skills, which have been invaluable in my career. Another fond memory is the close-knit and supportive community at AIMC. The camaraderie among students and faculty fostered a positive learning environment, where we could freely exchange ideas and seek guidance from experienced professionals.

Overall, my time at AIMC not only provided me with a strong foundation in design and communication but also offered experiences that shaped my creative journey.