Shrishti Vajpai didn’t follow a conventional path into graphic design—her creative instincts led her from applied art and advertising to finding a deeper resonance in storytelling and typography. Over the years, she’s carved out a practice centred on honest communication, cultural exploration, and design that promotes empathy and equity. Based in New Delhi, her work reflects a commitment to meaningful narratives, from global campaigns to local scripts.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
While I’m now really glad I didn’t end up at a Fashion Design institute—and my four years studying Applied Art were enjoyable—I realized much later that the curriculum was quite outdated. I didn’t feel I was truly able to develop my skills there or prepare myself adequately for a professional role.
What lessons from your career have most shaped your style and approach?
My style has gradually evolved to become more typographic. I’ve found that using typography enables me to communicate messages with clarity, and emotion. At the same time, it’s exciting to explore playful and experimental ways of using typefaces to create bold and visually engaging graphics.These experiences have led me to firmly believe that design holds immense power. It can capture attention on a mass scale, raise awareness, bring joy, simplify experiences, and—most importantly—tell meaningful stories. I’ve always wanted to create concepts that inspire and make a positive impact.For the past three years, I’ve been actively involved with TypeCampus and Zetafonts on the Fight for Kindness project led by Debora Manetti—an open call that invites the global creative community to submit typographic messages promoting peace, tolerance, empathy, social responsibility, and kindness. This project gave me the space to fully explore my belief that design can be used as a catalyst for change.I’m drawn to work that communicates something meaningful and hope to do more such work in the future.
Tell us about the core values or philosophies that guide your creative practice.
I always try to push myself to do better with each new project and continuously work on improving my skills. Like many creatives, I’ve struggled with the habit of comparing my work to that of other designers, which almost always leads to disappointment and feelings of inadequacy. Even though I know it’s unhelpful, it’s something I still catch myself doing. What has helped me over time is shifting that perspective. When I catch myself comparing my work to others, I try instead to compare it to what I’ve created in the past. Focusing on that personal growth keeps me motivated to keep evolving.
It's also important to work with honesty and integrity, and try as far as possible to work with clients that share a similar value system. Unhealthy work culture is always a deterrent to creativity, while a supportive and respectful work environment is essential for growth.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
One of the things that needs to change, especially in India, is the practice of unpaid internships and extremely low entry-level salaries for creatives. Most private design institutes charge high tuition fees, and when that’s paired with poor pay practices, it makes the field of design difficult to access for many. Design studios, agencies, and advertising firms need to take active responsibility in changing this culture.
Globally, I have noticed more efforts being made to increase representation for people of colour and different cultures within the creative industry. However it is still a small percentage, and with increasing geopolitical issues and racial bias, it becomes more difficult for underrepresented creatives to make their mark. People need to embrace diversity as if it’s second nature to being human.
Changing attitudes, prejudices, and mindsets cannot happen overnight, and that is why individuals, agencies/studios, organisations, and educational institutes, however big or small, must take a stronger and more intentional stand. They must make consistent efforts to create opportunities that will enable more diverse representation and improve pay structures for emerging talent.
How important is it that creative professionals find their unique voice?
How much does your culture influence your work?
Earlier, I was heavily influenced by global trends and often wanted my work to look like what I saw featured on popular design blogs. But I’ve started to move away from that, and I’m now trying to find my own visual sensibility (still a work in progress!).
In 2021, I began collaborating with Zetafonts, a type foundry based in Florence, to develop Devanagari counterparts for their Latin typefaces. It’s been an incredible experience—working on something that represents my culture in an international context feels meaningful. This collaboration has also made me appreciate even more, the diversity of scripts and languages within India.
Lately, I’ve been consciously trying to incorporate the Devanagari script more into my work, exploring contemporary ways to use it visually.
Tell us some of your favourite, creative professionals and inspiring places in your city!
I really like the work of Vartika Sharma (@neembuneembu), a visual artist with an iconic style, and Swati Kharbanda (@whatdoic), an incredible illustrator whose work I have always admired.
In the busy city of Delhi, I love the green parks in and around the neighbourhood—they offer a much-needed sanctuary from the traffic and pollution. Looking at greenery (when the weather is good!) always helps stimulate ideas, especially when I’m facing a creative block.
What should emerging creative professionals keep in mind as they begin their design career?