We caught up with the brilliant and insightful Simran Shah a few weeks ago and have shared our conversation below.
Hi Simran, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?
Curiosity!
I had a nerdy curiosity in me ever since I was a kid. Of course, when I was a teen I tried to shrug it off to be cool. But when I found it again I was so careful with it. I would be curious about how a liver is transplanted, or the logic behind mathematics, or how a dancer portrayed such immense grace along with flawless technique. But design always sparked an additional thought. Along with the usual “how did they do that,” there was “I wish I could do that.”
I remember the first time this popped up in my head. I was in Sri Lanka, standing in the foyer of the majestic Kandalama Resort. I had close connections to architecture since I was a kid, but this was the first time I truly felt it. When I stood on the minimal steel structure facing an eagle sculpture and looking beyond into a forest, architecture engulfed me. At the age of 16 I decided that I had it in me to make such designs. Because that was the first time I saw a building take up not more than it had to and enhance its surroundings while standing there ever so gracefully.
A few years ago, I randomly noticed fancy grocery stores popping up around me. Until then, none of us had really seen a chips packet as more than just a flavor. The blue Lays packet was my favorite. That was it. But walking into these stores I was bombarded with options. Suddenly, a chips packet said so much more than its flavor. It was selling a feeling, a personality, and a much higher price point. Consumerism was making its way into India. And again, the same question popped into my head: “How did they do that?!” Along with “I wish I could do that!”
As I dove deeper into graphic design, I started seeing its reach. How it shaped perceptions of luxury. How it transformed a simple vegetable vendor’s handwritten sign into something that could attract attention and communicate care. I also saw the responsibility that came with it. Design could influence, manipulate, persuade or protect.
And then came Shift. Here, design was no longer just a curiosity or a skill. It became purpose. It became a way to create spaces where difficult conversations about consent, safety, and awareness could exist, where people could be heard and supported. The question shifted from “I wish I could do that” to “I have to do this.” Suddenly my work had weight. My work could shift narratives.
I realized then that my purpose isn’t tied to one medium, one style or one career path. It’s in the intention behind the work: to question and to care. Graphic design is my language on the world. But purpose is what gives it meaning. And for me, purpose is this. To create work that resonates. That challenges. That quietly, stubbornly makes the world a little more thoughtful, a little more humane.
Thanks, so before we move on maybe you can share a bit more about yourself?
I’m a multidisciplinary designer exploring the intersections of graphic design, architecture and storytelling. My work is driven by curiosity and the desire to create experiences that resonate on both visual and emotional levels. What excites me most is using art and design to spark dialogue and make spaces or ideas feel alive.
Each project is an opportunity to experiment. Whether it’s a brand identity, an immersive installation, or a socially conscious platform like Shift, which is a project I developed to raise awareness and education about sexual assault and make reporting around it more approachable. I aim to create work that leaves a lasting impression and invites people to engage with the world differently.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
First is a strategic understanding of a brief and tonality so that your designs communicate through feelings. Second is constant development of design skills. The more hours you put in, the sharper your instincts and execution.
Third is a hands-on attitude with curiosity. Be willing to try and experiment. The first few years of designing are for learning with a drive to make good design. Prowess is bound to follow.
Who has been most helpful in helping you overcome challenges or build and develop the essential skills, qualities or knowledge you needed to be successful?
It’s hard to point to just one person because many different people have helped me in different ways. That’s the beauty of the design industry—people are generous with guidance and feedback. I would definitely highlight my university professor Justin Colt, who consistently pushed me to make better design and think more critically about my work. His mentorship shaped how I approach challenges and grow as a designer.
Contact Info:
- Website: https://simranshah.cargo.site
- Instagram: https://www.instagram.com/simantics_
- Linkedin: https://www.linkedin.com/in/simran-shah71196/
Image Credits
Yuchen (Rosie) Han, Pei-Che Lin, Hanxiao (Winter) Sun, Pan Zhang, Alina Zhang, Lingjiu Tong, Isabel Webre, Gaoping Hu.
