Meet Charmie Shah, an award-winning art director and designer based in New York City. From her childhood years of experimenting with typography, layout, and motion in PowerPoint to now collaborating with some of the world’s biggest brands, Charmie’s passion for storytelling has been the common thread throughout her design journey. As she tells DbyW, “I’ve always been driven by a simple desire: to make fun stuff and tell amazing stories.”
With a wide variety of skills in art-directing, branding, motion, and creative strategy, Charmie has quickly made her mark in the creative industry, and her work has been recognised and awarded by D&AD, Fast Company, The Dieline, and more… Her versatility means that she is now working as an independent creative with clients including Google, Dropbox and Adobe. Seeing adaptability as essential to her practice, Charmie takes on different roles depending on the project she’s working on, she tells us, “I’m all about embracing new skills when working towards a great idea. Sometimes I’m an art director, creative director, designer, or even a lead creative strategist.”
We caught up with Charmie to find out more about her design journey, her thoughts on how stories can inspire and elevate your designs, and advice for emerging creatives just starting out in the industry.
What were your first steps into the design industry?
I fell in love with design and storytelling as a child. I was always drawing, making things, participating in storytelling competitions, and using PowerPoint to experiment with typography, layout, and motion. Little did I know that these childhood activities were laying the foundation for my career in graphic design. In middle school, I remember staying back late to use the computer lab to design fun presentations in PowerPoint – I would take poems I was taught in school and try to visually illustrate them, line by line. I was fascinated by how visual design can convey ideas and emotions.
My formal training in the design industry began in 2012, while I was pursuing my bachelor’s degree in design in Mumbai. I discovered that hands-on experience was my best teacher, so I started freelancing in my first year. I then took on a role as a graphic designer at a startup called Frapp (now Futwork). It was there that I realised I wanted to do much more than simply design; I discovered I enjoyed pitching ideas, ideating content, and had the opportunity to deep dive into branding. This newfound perspective led me to a design agency in Bangalore, where I got a front-row seat to the entire design project lifecycle.
How did you progress from working as a brand designer to being a senior art director and how do the roles differ?
My journey from brand designer to senior art director has been a whirlwind, but I’ve always been driven by a simple desire: to make fun stuff and tell amazing stories. This desire led me to work at HunterGatherer as a motion designer, where I was truly mesmerized by Todd’s (the founder) unique approach to visual storytelling through motion graphics and stop motion. This sparked my passion for motion and inspired me to combine it with my storytelling and branding skills.
The pivotal moment came when I pursued a Master’s in Branding at School of Visual Arts in New York. One of my favorite classes was taught by Tosh Hall, currently the Chief Creative Officer at Jones Knowles Ritchie. His class seamlessly merged storytelling with design in a way that served brands and their mission in the world. That’s when I realised that branding was the realm I wanted to dive into.
Soon after, I joined JKR as a Brand Designer and had the opportunity to work on incredible award-winning projects. But as I evolved, I felt like my skills had more to offer. I needed a bigger canvas. After JKR, I worked at Bulletproof for a short while, and soon after took the plunge into independent creative work. Now, I work with clients like Google, Dropbox, Adobe, LEGO, Hims & Hers, Vox Media, and more…
I get to work on projects that are not only in branding, where I build brand systems for some of the biggest projects and events. I also work on the art direction, visual storytelling, strategy, and motion for various others. My title varies based on the project because I’m all about embracing new skills when working towards a great idea. Sometimes I’m an art director, creative director, designer, or even a lead creative strategist. Ultimately, it’s the idea that drives me, and generally being an art director gets me a seat at the table for those big-picture discussions.
“Sometimes I’m an art director, creative director, designer, or even a lead creative strategist. Ultimately, it’s the idea that drives me, and generally being an art director gets me a seat at the table for those big-picture discussions.”
Have there been any key pivotal moments in your career that have helped you progress to where you are now?
My career has had its fair share of pivotal moments that shaped who I am today. I’ve had the privilege of working with some amazing people and brands, and each experience has left me with valuable lessons. I’ve learned the importance of staying true to my authentic self, being brave, and pushing my boundaries. I’ve never given up on my dreams, even when faced with rejection or feeling like I didn’t quite fit in.
One crucial lesson was understanding the value of chasing what truly makes me happy. If a door closes, I’ve come to realise that there’s always another waiting to be opened. Surrounding myself with a supportive community of people who believe in me has made all the difference in overcoming obstacles and achieving success.
“I’ve had the privilege of working with some amazing people and brands, and each experience has left me with valuable lessons. I’ve learned the importance of staying true to my authentic self, being brave, and pushing my boundaries. I’ve never given up on my dreams, even when faced with rejection or feeling like I didn’t quite fit in.”
You’ve worked with some well-known agencies such as Bulletproof and Jones Knowles Ritchie, can you tell us about the key things you’ve learnt for these experiences?
I’ve been lucky enough to work for some amazing agencies like JKR and Bulletproof. Here are some crucial learnings I had after my time there:
- #1 Creativity and innovation are essential.
The best ideas come from thinking outside the box and trying new things. Don’t be afraid to experiment and take risks. - #2 Collaboration and teamwork are key.
No one person can do everything, so it’s important to be able to work well with others and leverage their strengths. Be open to feedback and new ideas. - #3 You don’t need to be an expert at everything.
It’s more important to have a strong understanding of the overall project and be able to bring in the right people to execute on different aspects. Be humble and willing to learn from others. - #4 Learn and appreciate different parts of a project.
Don’t get too focused on one piece or skill set. See how everything fits together and how your work contributes to the overall goal. - #5 Mental health is important.
Remember that work is just a part of your life, not your entire life. Take care of yourself and don’t be afraid to ask for help when you need it.
Are there any barriers or challenges that you have faced during your career and how have you overcome them?
My biggest challenges have often been self-imposed, due to a lack of confidence (imposter syndrome) and a desire for perfection. I used to be obsessed with achieving the next big milestone, often at the expense of my well-being. I still catch myself doing this sometimes, but I’ve learned to recognise it and prioritise my happiness and authenticity more.
The design world is constantly evolving, and it can be hard to keep up. But in Debbie Millman’s “Brand Called You” class, where I now teach as a guest lecturer, we had to think about our non-negotiable. Something that we’re not willing to compromise on, no matter what. Writing down my non-negotiable helped me realise what I truly want, and that if I believe in myself and focus on what makes me happy, I will have the strength to overcome any challenge. This allowed me to look at challenges as opportunities for growth.
I firmly believe that women can conquer any obstacle, and I’m committed to supporting and mentoring other women in design. I feel proud to be part of a growing community of female creatives, where we can all lift each other up and create a more beautiful world together.
“ I used to be obsessed with achieving the next big milestone, often at the expense of my well-being. I still catch myself doing this sometimes, but I’ve learned to recognise it and prioritise my happiness and authenticity more.”
Can you tell us about a project that you’re proud of and why it’s important to you.
One of my projects that I am really proud of is “Knock Knock, New York.” It was a project I worked on in 2019 to get to know my neighbours in New York City. I did this by using a tactic that is no longer common in modern society – borrowing!
This project is important to me because it allowed me to express my passions for bold ideas, storytelling, motion, and genuine human connections. It also challenged me to be vulnerable and to seek help from others every day for 100 days. It pushed me to be bold and unwavering in my vision, and to go as big as I could. I also wanted to infuse a bit of my culture into the project.
I still can’t believe that someone allowed me to borrow their blow-up mattress! And the best part was when I started reciprocating their gestures by making them breakfast.
“Knock Knock, New York” is a project that I still think about with a smile. It was a labour of love, and I’m so proud of it.
We love your 36 days of type 2023 project. Can you tell us about your creative process for the project and where you got your inspiration?
I’m thrilled you enjoyed it! This was a personal project that allowed me to challenge myself and explore the realms of type and illustration. I got my inspiration from my ancestral roots in Gujarat, India. I wanted to infuse a story into this type challenge, because storytelling is a consistent theme in my work. Having a narrative makes decision-making easier, and it reminds me that perfection isn’t the goal, it’s about sharing a compelling story with the world.
What advice would you give to anyone interested in developing their design and type skills and do you have any go-to resources you use?
There are amazing resources online and even design books to refer to, but don’t underestimate the importance of infusing storytelling into your work. Whether it’s a branding project or a personal creative endeavor, a compelling narrative adds depth and purpose.
Your inspiration and ideas will also come from the stories you live, the people you surround yourself with, and the world around you. Be more present and observe the world. What are people feeling and what are they gravitating towards? Have empathy and walk the world with open eyes and an open heart. Stories and inspirations are everywhere.
Keep your ideas simple. Simple ideas always resonate with people.
Do you have any advice for women and marginalised folk looking to kick-start their careers in design?
Be fearless, persistent, and, most importantly, be true to yourself. Find a mentor who can guide you. Build a portfolio that showcases your unique talents, connect with fellow designers, and never hesitate to raise your voice. The design world craves your distinctive perspective and your authentic voice. Embrace your journey with confidence and pride!
“Be fearless, persistent, and, most importantly, be true to yourself.”
