Sheehij’s work, much like herself, is a play of whimsical contradictions. Her styles sway between the surreal absurdities of collage-making and traditional typography. With her feet grounded in advertising, she loves to be in a permanent state of trial and error.
KS: Give us a brief backstory of you choosing Graphic Design as a career?
Sheehij: I took a liking for art in my childhood. My earliest trigger was my dad’s drawing book. I remember going through each of its pages in complete awe. It was all the inspiration I had ever known or needed. From then on, I knew I wanted to do something with the idea of art or design, even if I didn’t possess the skills for it. In school, my art classes became an escape, where I tried oil paints, watercolours and pencils; all while struggling to wade through Physics, Chemistry and other life lessons. Going to art college felt like the only natural transition. And upon graduation, I got a chance to work on some interesting brands, with some extremely talented folks that the Delhi advertising circuit has to offer.
KS: In the last few years of you having being a practicing designer, any key moments or highlights that stood out for you?
Sheehij: In recent years, my work opened me up to try more things over and above what I had been used to for a long time. It felt much like a clichéd, yet satisfying road to discovery. I got to try my hand at some branding and design projects, which helped me vary my approach and find some of my strengths. Since then, I figured I’ll go wherever Design takes me.
And then there’s advertising. I’ve worked on brands like BMW Group, Pernod Ricard, KFC Restaurants, WWF India and Vodafone. My campaign on WWF picked up nominations at One Show Design and AAAI Goa Fest and was featured in Luerzer’s Archive.
KS: Across the various types of design projects you take up, which medium is your favorite and why?
Sheehij: I’ve been exploring collages for some time. To mix images and place them in absurd contexts is exciting. The contrast of worlds, eras, people and spaces makes this medium infinite. Sometimes, there’s humour or irony in the imagery, other times, there’s just beauty in its bizarreness. While I intend to explore it further, I also want to learn some 3D and some pottery.
KS: It is always exciting to know what an artwork means to the artist, can you talk to us about any one of the works curated by Kulture Shop?
Sheehij: It would have to be ‘Business As Usual’. I felt it fit rather well for the Patterns theme. Not just for the visual repetition, but that it rings true for how easily our lives are set into an urban mundanity; which is oddly comforting. Or maybe, that’s just the effect Gurgaon has had on me.
Seen Here (L-R): Andamans – Framed A3 | Octopuss – Laptop Skin | Delhi – Art Print | Don’t Know Don’t Care – Women’s Tee | Business as Usual – Mug | Don’t Know Don’t Care – Coasters | Octopuss – Phone Case | The Tangled Web – Greeting Cards
KS: What are you up to now ? Any interesting things your fans should watch out for?
Sheehij: Well, I’ve been lying low (read: lazy) for a while. There’s a few projects in the pipeline: there’s a couple illustration series and a type project. I should get around to all these very soon, hopefully, once I’m done being lazy (read: lying low).
View Sheehij Kaul’s Artist Page