Simran Shah is a New York–based designer whose path into graphic design began with architecture, curiosity, and a moment of personal reckoning during the pandemic. What started as side projects, self-initiated experiments, and a deep dive into typography gradually became a full creative shift — one grounded in instinct, context, and human connection. In this interview, Simran reflects on unlearning polish for polish’s sake, embracing curiosity over ego, and how culture, city life, and playfulness continue to shape her evolving design practice.
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?
I used to be an architect and fairly good at my work. But I always felt the need for motivation. The motivation usually came from a deadline. Of course this did not set a good example for work ethic and I procrastinated a lot! But when the world shut down in COVID, I would try and find ways to motivate myself to work. And that’s when a poem shook me.
“If it doesn't come bursting out of you, in spite of everything, don't do it. Unless it comes unasked out of your heart and your mind and your mouth and your gut, don't do it.”
Excerpt from “So you think you can write” by Charles Bukowski.
This felt challenging and insulting at the same time. Rather than usual motivation which is about consistency and discipline, here was someone saying if you need to search for motivation, you should just not do it.
I am a person who is always curious and fell upon graphic design out of curiosity.
In a very millennial way, I saw some cool design influencers first. I saw Paula Scher’s masterclass next. After doing a few projects, for friends and myself, I took upon the 36 days or type challenge. I took up an internship along with my full time practice of architecture. And I finally pursued my masters. These small incremental steps made me realise what Bukowski meant.
I wake up everyday wanting to design more. I do self initiated projects more than ever. I am constantly getting inspired by things around me to translate them into design and by people around me to learn from. Years or exploring, learning and creating have led me to realize this is what I’d do as a career.
What lessons from your career have most shaped your style and approach?
One of the biggest lessons I’ve learnt is that context is everything.
I used to think design was about making things “better” and “refined.”
Better? Absolutely.
Refined? Not always.
Refinement carries a price tag in people’s minds. The more polished something looks, the more premium it feels. And that’s not always the truth a brand wants to tell. A mass-market sugar brand, for example, can’t afford to look like it wandered out of a boutique café. If it looks too sleek, too trendy, it risks being ignored on the shelf because shoppers assume it’s expensive.
Learning this changed my entire approach: design isn’t just about aesthetics, it’s about aligning perception with reality.
Tell us about the core values or philosophies that guide your creative practice.
- Curiosity. This is something every designer will say and it’s true. If you’re not curious, you stop growing. And in design, the minute you stop growing, your work starts looking like leftovers.
- Clients know their products. Listen to them. Work with them, not against them. You bring the design brain and they bring the lived reality of the thing you’re shaping. When both sides meet, the work gets sharper.
- Context over ego. I don’t believe in forcing a “signature style” on everything. The project decides the tone, not my mood that week. The more I respect context, the better the work feels.
- Keep it human. Design isn’t a magic trick, it’s communication. If something doesn’t connect on a human level (emotion, humor, clarity, whatever the project needs), it’s just decoration.
- Playfulness. Serious work doesn’t have to be serious-looking. A little wit, a little lightness, a little unexpected moment is where people actually feel something.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
I think the biggest shift needed is around confidence and autonomy.When you’re young, it’s easy to shrink yourself. Not because the industry is hostile, but because you’re still learning your own voice. It’s natural to feel smaller next to people with years of experience.
That’s why guidance matters. Seniors already do a lot, but giving younger designers more room to explore, experiment and trust their instincts can make all the difference. A little encouragement goes a long way in shaping someone’s creative courage.
And for emerging designers, putting yourself out there, online or offline, isn’t just networking, it is simply about showing your work and staying open to opportunities.
How important is it that creative professionals find their unique voice?
This might sound unconventional, but I don’t think “finding your unique voice” should be the goal. If you’ve chosen design, you already have a design intuition which shows up naturally.What matters more is staying curious, open and willing to shift. The moment you decide “this is my voice and I must protect it,” you start building walls around your own growth. Design is supposed to be porous, restless, always learning. Your voice shows up whether you chase it or not. The freedom comes from not trying to trap it in one form.
How much does your city influence your work?
How much does your culture influence your work?
Tell us some of your favourite, creative professionals and inspiring places in your city!
This city is filled with creatives whose work is inspiring! Here are a few to name:
1. Richard Turley
2. Andrea Trabucco-Campos
3. Zipeng Zhu
4. Malika Favre
5. Khyati Trehan
6. Badal Patel
7. Shivani Parasnis
What should emerging creative professionals keep in mind as they begin their design career?
Network! Don’t be shy to show up and talk. Reach out to people on LinkedIn or Instagram. Put your work out there. Just doing good work in a silo and hoping someone magically discovers you is wishful thinking. At the same time, don’t burn yourself out trying to be everywhere all the time. Visibility matters, but so does sanity. The goal is to build genuine connections, not chase clout.