Seema Seth — “The ability to navigate complexity with ease; to be comfortable with unpredictability; to thrive in chaos; and to be able to adapt quickly — this is where I see the Indian-ness.”
Seema Seth founded Studio Sky in the summer of 2010, and since then has spend nearly a decade working with clients across industries, and across countries. As a core team member of the Bengaluru chapter of Association of Designers of India (ADI), she is working towards bringing the design community in the city closer together and has spearheaded initiatives like Bengaluru Design Week 2018. She’s also busy adding a little play to your day with Footsy — a brand of smart playful socks and sock dolls — widely covered in the media for being the first of its kind in India. Here she shares with us her experiences and vision for the design community.
Fill in the blank: Being a design professional is constantly observing, absorbing and learning with every new project.
What is the most valuable lesson you’ve learned from someone who is not a designer?
From my yoga instructor. To focus on being a little better than yesterday. To keep stretching oneself just a bit further each time. This is why I do side projects like 36 Days of Type. So that with each day, I can sharpen my skills a bit more.
What would you say is the defining characteristic of “Indian” design? Do you think there is a modern visual language that is specific to India?
I think India and her communities are very complex. Multiple languages. Multiple histories. Multiple cultures. At the same time, we’re finding our global voice.
An example from a Branding & Packaging module I recently taught at NID, Bangalore. The final project was to create a brand for a local Indian food product. The choices varied from Rajasthani pheni to kathi goja from Bengal, and other regional options. The food packaging had to borrow from regional influences, in form, material, colour or pattern. The final outcome from each student was definitely Indian, but all so different from each other, because each one borrowed from a different Indian cultural influence. Is it possible for such a diverse nation to align with only one mainstream visual language?
On the other hand, I do think our design methodology is deeply informed by our environment. The ability to navigate complexity with ease; to be comfortable with unpredictability; to thrive in chaos; and to be able to adapt quickly — this is where I see the Indian-ness.
Fill in the blank: A design professional must learn to peel away the layers to get to the core.
You work actively towards facilitating and building a unified voice for the designers of India through ADI. What do you perceive as the tone of their unified voices and what do they most wish to say to our country and world?
As designers, we tend to isolate ourselves. This maybe because we mostly work within smaller teams, or independently. It’s now time to come together as a larger design community. We need to start conversations with one another, but also with other industries. Business and design go hand-in-hand.
What are your pet peeves as a design professional?
A piece of design that is full of typos. It clearly shows that the designer didn’t read the content, and therefore, maybe, didn’t even understand the context of what they were doing.
Designers are often of an entrepreneurial bent, and you are no exception. What have you most enjoyed and disliked about running your own business?
I’d worked with multiple design firms for about seven years, before I started Studio Sky in 2010, and Footsy in 2012. I’ve worked independently for over nine years, and I discover something new about myself everyday.
I love Mondays. I love that I can immerse myself in multiple things — my design practice, teaching, running another design-led brand. I love working with different kinds of people. I love that I’m in control of my own narrative (or I’d like to believe so!). I love that I can actually see/ measure my own growth over the years.
But my learnings have been immense. I’ve taught myself things that we don’t learn in design school. I tell myself that there is no glass ceiling. I’ve become more confident in myself. I’ve learnt the value of money. I find myself in a comfort zone, and I’ve learnt to push myself out of it.
Most importantly, I’ve learnt that I have to show up, every day, and just keep at it.
Being from Bangalore, how has the city played a role in your growth as a designer?
I’ve been in Bangalore for almost 25 years now, and I’ve learnt everything I know from the people I’ve met here. Over the years, my support system of friends, colleagues, collaborators, vendors, clients and mentors has grown. I’ve spoken about the value of having cheerleaders — and I think some of mine are people I’ve met here in Bangalore.
And finally, to wrap up — How do you spend a perfect Sunday in Bangalore? Any specific recommendations or must-trys?
Sundays are for self indulgence. I put on some music (or a podcast), wear my apron, and cook. I love the joy of creating something edible, infused with flavours, textures and aromas. As a side gig to my design career, I hope to setup a small bakery someday.
Find Seema on:
Instagram @seema_seth
Facebook /seema.seth
LinkedIn /seemaseth
Studio Sky: www.studiosky.in, @studioskydesign, /studioskydesign,
Instagram: @studioskydesign, @seema_seth
Facebook: /studioskydesign, /seema.seth
This interview is a part of a series of conversations with designers from Bengaluru called ADI Diaries. You can find more interviews here.
Follow ADI Bengaluru on Instagram at adi.bengaluru
