Originally from Mumbai, Bhroovi Gupta is a graphic, UX and motion designer with a passion for technology and interactive experiences. She started her undergraduate design degree in Bangalore, India at the Srishti Institute of Art, Design and Technology and then transferred to the University of Kansas to finish her degree, where she’s currently completing a BFA in Visual Communication Design. She tells us that her interest in design was sparked when she realised the power of creating something that could, “grab someone’s attention and generate a feeling of excitement within another individual.”
With a love for creating brands, digital and motion design, Bhroovi is currently interning at Whiskey Design, an award-winning studio based in Kansas City. Known for their unique and eye-catching packaging and branding, their work ranges from food and drink to festivals and exhibitions. Her previous work experience includes WIX.com, Benefactory, India and within Marketing Communications at the University of Kansas.
Multi-disciplined in her approach, Bhroovi’s work is bold and confident, often featuring typography at the forefront of her colourful designs. Coupled with her skills in motion, her interactive experiences are playful yet effective in bringing a design concept to life and enhancing the user experience. Projects range from visual identity systems for charities and conferences, through to sustainable packaging and UX/UI design for a mobile app that guides and informs patients about medical treatment. She’s often inspired by nature and biomimicry and watches documentaries on the National Geographic Channel to spark her imagination. Collecting imagery and documenting her process as she progresses through design projects is also an important part of how she develops as a designer.
We chatted with Bhroovi about why she decided to become a designer and her top tips for current design students.
Why did you decide to become a designer and how has that evolved over time?
Growing up, I was drawn to art and painting. We had art lectures in school and holding a pencil and creating something came to me as naturally as breathing. I just went with the flow, looking at it as a hobby. Eventually, though, I realised just how powerful design could be. Though details can be subtle, and one might not even realise the specific elements that attract them, humans just have a tendency to be captured and encompassed by art and design. To realise I could create something that would grab someone’s attention and incite a feeling of excitement within another individual was very powerful. To hold that capability at the tip of my fingers and bring to light what many would miss, was something I didn’t want to let go.
Where did you study and what do you know now, that you wish you’d known when you started your design course?
I started out as an undergraduate student at Srishti Institute of Art, Design and Technology in Bangalore, India. I then transferred to the University of Kansas to finish my degree. Starting out, I wish I’d known how broad the design industry was, but in hindsight, I quite enjoyed exploring my options. Currently, I work as a Graphic Design Intern at Whiskey Design, KC, where I’ve worked in areas such as brand design, motion and UX.
Unmasked: Brand creation for a conference focusing on the ‘Truth about Lies’. The project comprises digital media for the virtual structure of the conference and print media to be mailed out to attendees. The visual language amplifies the concept and mysteriousness about the topic of the conference with a carefully chosen colour palette, design elements and nuances.
Where do you see yourself in 5 years’ time?
I’m generally a planner when it comes to my future, with plan A, B, C, D, and E already mapped out. If everything works out, I see myself pinning the Google office in 5 years.
Recently, there has been lots of discussion in the design industry around the gender pay gap, how few women progress into senior positions and the lack of diversity. As a young/new creative do you have any thoughts on how we can counteract this imbalance?
Women are unstoppable, now more than ever. Certainly, working conditions are better now in most places. If there’s any hint of being treated unfairly, I believe it’s up to us to speak up. I personally feel, if you excel at what you do and have the courage to claim what’s rightly yours, nothing can stop you from getting that spotlight.
Soak: A rebrand and packaging experience for a kitchen sponge with consideration to its sustainability. In our throw-away society, often not enough consideration is given to how the left-out package impacts the environment. Paying specific attention to three principles of packaging, (protection, concept communication and extension of experience), this package design is made of 100% compostable cornstarch paper and soy inks to be ‘invisible’ in today’s environment.
Where do you get your inspiration from and how do you approach a new project?
I am an ardent lover of biomimicry. Nature has the best solutions for every problem. Believe it or not, when I’m looking for inspiration, I watch National Geographic Channel. I also believe my headspace holds great importance, so at the start of any project, I ensure I have a hearty meal before I begin. With the happiness food brings me, all projects get off to a great start!
Has the Covid-19 pandemic impacted your career and how have you managed this?
It’s obvious that just about all businesses have taken a hit due to this pandemic. However, since most of my work is digital, I have fortunately been able to continue my work. However, the way Covid has changed the structure of workplaces and created a new normal in the matter of a few months does, unavoidably, create a more stressful environment. To be creative in such times doesn’t come easy but it comes down to how we tackle such situations and my personal approach has been to take it one day at a time.
KnowMed: Mobile application that informs and guides patients about a medical procedure/surgery they are scheduled to receive after professional consultation. The project aims to design an intuitive UI/UX through the means of extensive user research and testing to help them through a procedure, namely Knee Arthroscopy.
Which women designers would be on your dream list to work or collaborate with and why?
Ever since the collaboration with Frooti, which is a juice brand in India, I have had a massive design crush on Jessica Walsh. Frooti is a beverage you’ll see in every store in India, and everyone consumes it; be it children or adults. Her approach to the campaign’s visual language took me right back to my childhood. She managed to evoke such a powerful sense of nostalgia through her work. It made me her biggest fan and I would be honoured to even be able to watch her work in real-time.
Who are your top three female design/illustration/creative crushes currently working in the industry?
Jessica Walsh, Kelli Anderson, Astrid Stavro
What top tips would you give to current design students or women considering a career in the design industry?
Four Seasons, Four Tips:
- Be proactive: Don’t wait for things to come to you, make your own path.
- Document everything: Collecting lets you compare past to present, and progress results are the biggest motivation known to man.
- Open your mind: Let yourself get inspired, let the spark happen.
- Do what makes you happy: Do it so well that success and money are just the by-products.