We’re excited to introduce you to the always interesting and insightful Ashita Sawhney. We hope you’ll enjoy our conversation with Ashita below.

Ashita, appreciate you joining us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

As the creative industry embraces the trending artificial intelligence into design, the fear of unknown outcomes opens an area of study both for creative agency and the client.

There is a beautiful balance between traditional crafts and new upcoming design technologies. The amalgamation of these two coming together connects the client and their audience.

Communicating this art as storytelling builds a bond with the brand. Educating the client and customer to use this new technology is of utmost importance. For example, take virtual or augmented environment, the AI technology is already well established in our personal spaces. The creative goal is, how to communicate this as an effective marketing experience, for both the client’s product or service; and for the customer to engage with the product.

To bring a traditional craft to life through animated augmented experience always sparks a joy, as the past and the future combine. Experience this in anime, sporting events and other dimensional experiences. I seek to develop this experience for my clients.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

In my creative practice over the years it has become imperative to study and create design that matters in our present times.

A simple yet a strong visual narrative builds a universal appeal – as form, color, language and cultural aesthetics combine to shape the design identity. A slogan that reflects emotions and concerns. Form that transcends an everyday object into an iconic symbol. And color as clear visual reference. Together transitioning to mobilize a global identity adding momentum and action. This is Design, that matters in my practice at Ashita.Design LLC.

Here design is educational. To me it is both learning and teaching. Advertising taught me the value of creative conceptualization to deliver the marketing goals for select target audience. Publishing furthered my perspective towards an in-depth content research.

Design is problem solving with functional aesthetics. Here the seed idea is intuitive and interactive as it engages the audience. Design can change a practice, belief or behavior with an outreach of local or global participants. These are few goals that the client and I set for their product, event design and future branding projects.

Studying these creative complexities has guided my process to new possibilities with material, format and space. Historical and cultural identity with material study; and the technology offers a learning platform to explore.

What do you think is the goal or mission that drives your creative journey?

Learning is a continuous personal goal.

To boost my creativity, I focus on short term and long term goals.

It is important to be updated with latest design technologies I set aside time to read, learn and reflect on new design trends. Downtime between projects opens up time to attend a day or weekend workshops. Mentoring design students adds a new direction to design goals and creative guidance.

My long term goals are focused on learning new software and working on creative projects for new industries.

Peer groups and networking circles have a major role in my professional development. I reach out to my peers for guidance and critique on projects. As a member of art collective and business chamber, together we work on new growth opportunities, design development to build connections for brand expansion.

Can you share a story from your journey that illustrates your resilience?

My resilience comes from the evolution of my design journey.

Creative concepts are my biggest strength and I credit this to my mentors in advertising, with many opportunities to explore design in unique ways. Publishing introduced the value of content, research and reference. As an educator, I encourage my students to develop creative thinking and explore process. As a business owner, today my projects include branding, marketing, event design, packaging, publishing and non-profits.

Concepts as design aspirations provide a change in thinking, to innovate and provide new ways to learn about my client’s brand and their customers. This evolution and adaptation of distinct creative environments have shaped my design journey.

I am currently pursuing few projects. One is based on my origami practice towards the design development of font anatomy using grid structure. And second is a deep dive to research how brands practice color inclusive communication for visually impaired audience.

Creative challenge drives me to explore design problems and find possible solutions.

Contact Info:

• Website: https://ashita.design
• Instagram: https://www.instagram.com/ashita.design/?hl=en
• Linkedin: linkedin.com/in/ashita-sawhney-27274331

Image Credits
Image copyrights: 1. 1_AS_StudioPic © Shweta Sawhney 2. 2_AS_ColorLecture_1 © Shweta Sawhney 3. 3_AS_ColorLecture_2 © Shweta Sawhney 4. 4_AS_HealingFoldsPresentation © Shobha Sawhney 5. 5_AS_FlowerShop © Shobha Sawhney 6. 6_AS_MonochromaticVision © Shobha Sawhney