Siya Golecha is a designer whose path began in fine art before shifting towards editorial and brand identity design. With roots in Jaipur and training in London, her practice is guided by storytelling, culture, and empathy. Siya believes in the power of patience, persistence, and finding a unique voice to create design that feels genuine and lasting.
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?
My first steps were quite intuitive. I began in fine art, spending my time painting, experimenting with mixed media and exploring printmaking. During my foundation year at Central Saint Martins, one of my tutors encouraged me to consider graphic design, and that advice shifted how I thought about my future. Later, while studying at London College of Communication, I explored different areas of design and gradually leaned towards editorial and brand identity. The real turning point came when I worked on a project that came through a simple Instagram message. Handling it end-to-end gave me the clarity I had been looking for. I realised this was not only something I enjoyed but something I could see myself building a practice around.
What lessons from your career have most shaped your style and approach?
I have learned that design is bigger than the creative aspect. It is about people, and how they connect to the work. Listening, building trust and understanding someone’s story are just as important as the creative side. Another lesson has been that opportunities are rarely predictable. Many of the most meaningful ones arrived through chance, whether it was a passing conversation or an unexpected enquiry. These moments taught me the value of staying open and adaptable, and that persistence often matters more than planning everything perfectly.
Tell us about the core values or philosophies that guide your creative practice.
Storytelling, culture and empathy guide every project I take on. Storytelling makes a design memorable and helps it feel human. Culture gives depth and authenticity, making the work personal rather than generic. Empathy ensures that design connects emotionally, not just visually. For one of my projects, I designed the identity of my hometown, Jaipur, by drawing from my own memories and emotions rather than only relying on research. In another, I reimagined the traditional game of Lotería, paying close attention to its symbolism while giving it a contemporary language. Both experiences showed me that when these values are present, design has the power to feel genuine and lasting.
How important is it that creative professionals find their unique voice?
It is essential. With trends changing quickly and AI producing endless variations, there is a risk of design starting to feel repetitive. A unique voice is what makes the work stand out. For me, that voice is shaped by the places I come from and the experiences I have had working in different contexts. It influences how I see colour, detail and storytelling. Finding a voice does not mean ignoring outside influences, but making sure that the work still carries your perspective at its core.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
Looking ahead, I think the key factors shaping change for creative professionals will be adaptability and empathy. Technology will keep evolving, but what will matter most is how we use it to create work that still feels human. I’ve noticed in my own projects that people respond most when design is tied to a story or emotion, and I believe this need for connection will only grow. Collaboration across different fields will also play a big role, with designers drawing from culture, craft and community to create work that feels relevant and lasting.
How much does your culture influence your work?
Culture influences me in more ways than I can count. Growing up in a city that was vibrant with craft, colour and tradition made me sensitive to detail and storytelling from an early age. Even when I work with international clients, I find myself carrying that perspective into each project. It shows up not as direct references, but as a sense of warmth and emotional connection that I want every piece of design to hold.
What should emerging creative professionals keep in mind as they begin their design career?
Patience is key. If there’s one lesson I could share with other designers, it’s to value patient persistence over quick wins. This line of work comes with its share of setbacks, but you have to see them as a part of the process. Each challenge has something to teach, and what matters most is the choice to keep going, growing with each step and holding onto the passion that made you start in the first place!