Arushi Sethi a.k.a feed your head : Graphic Designer, Artist

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Arushi a.k.a feed your head is a passionate thinker and an artist with a psychedelic adventure in her head. A design professional by practice, she is among the fresh eccentric talent our country is brewing today. An observer of people and the stranger with a muted inquiry, Sethi shares with all the dark side of her imagination through her diverse body of work. Mad is a fair word to describe her “if nothing, what you say would be drawn !”
Why are you a Graphic Designer?
I like to communicate visually and aurally. I craft perception and experiences. It could happen in the form of a brand or a conversation, a sketch or an interface. irrespective of the medium, I am not only a graphic designer but also an illustrator, a user interface designer, a home chef and a trooper. I like to swim in the ocean and eat the fish that comes from it .

Did you attend school for fine art or design?
“A school of art design and technology” we call it! OH SRISHTI! Also i am 2/3 rd major in psychology!

You have a distinct style of Design. How long did it take you to develop your style?
It took years of feelings, a lifetime of disappointment and hours of conversation that led me to draw and create the way i do! I collect boxes made out of leather and I am trained to live out of a 3727cm x x box. I am always on the move. Oh well, my thoughts run in a loop or linger around. I am not sure. But as far as inspiration and themes are concerned, my style attempts to bind a visual language. Working consistently is the key. The pieces I have worked on in the past do flint a fire in the work that is yet to come out of me.

Were there any particular role models for you when you grew up?
Illustration for me began at the back of my books, rotting toilets in schools where I would go to play football, and in and around stacks of newspapers in my house. An inspiring environment ideally never existed for me; I tried to create it along the way by meeting people who I could draw and learn along side. That was probably what inspired me to feed my head. What intrigues me the most is that every artist irrespective of their medium cuts open a chunk of their mind. This chunk engages us all in this unspoken dialogue. My faith in design gets reassured as I see more people trying to engage in this very dialogue and interpret it their own way. The idea is to keep the feed coming.

Were there any particular role models for you when you grew up?
INFLUENCERS I WOULD CALL THEM. YES, I do have people who have moulded me in the individual I am today .life keeps moving on and the spectrum keeps growing, I am jumping in and out of the well. People I admire and conversations i desire guide me and shape in my practice. Rohit, Taarika, Varun, Salim Ali, Alison, Pandy, and Suzan are the people who nurtured me in my formative years .

Who was the most influential personality on your career in graphic design?
Sean Tan and Tim Burton and Yuko Shimizu – Illustration.
Stanley Kubrick and Tim Burton – Film.
Banksy – Installation Art.
Robert Plant – Music.
The French People – Architecture.
Over all M.C. ESCHER’s treatment and precision of his tessellation’s!

Was there any time when you wanted to quit graphic design?
Yes, the thought of doing nothing does come to be sometimes in my action packed weekly schedule. If I could, I would throw parties. That would be the secondary occupation of my choice. I like to play the host!

When did you start freelancing?
At the age of 18, I had my first illustration project with Wipro which I did along side of some really cool people and imminent young designers of today. Never stopped ever since. Been 5 years now.

Are many advertising agencies hiring graphic designers? Do you work more with agencies or publishers?
everybody wants a graphic designer! This is this decade is the best time to practice design. Could be in any discipline, methods or medium. And yes agencies, studios, market everybody needs design.

Do you have clients who give you steady work or do you advertise for new clients often?
I am open to taking up new work and I also have people i consistently work with I am focused on tackling each project with artistic and intellectual potential that evolves endlessly with the project.

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?Clients are funny people. They make you launch and cry for reasons its hard to tell without humor. Some are aware and some refuse to be! People pay, some unethically don’t! Most pay late and the show must go on.
I particularly avoid people who are not interested to work with me but will still hire me.
Clients teach you a lot! Good bad and ugly.

Mac or PC?
BOTH. YES. BOTH

Who would you like to take out for dinner?
Oooh! that’s exciting! A stranger who could be a good friend. Milind Soman, can you read this? ?

What’s on your iPod?
No ipod. iTunes, yes.
Led Zeppelin, Tim buckley, CSNY, Air, Shlohmo, The quantic Aretha Franklin, Afrocubism, this will go on from all that i listen to.

Links to my work at Bechance, FaceBook, 

On Twitter @feedyourhead

Instagram @jollyinthezoo

 

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