Muskaan Sethia
Email address
moc.liamg@aihtesnaaksumWeb Portfolio
tinyurl.com/MuskaansethiaBiography
I am a visual communicator inspired by the details and technical intricacies of design. I see graphic design as a space to solve problems and create joy. I explore projects through a playful lens, drawing inspiration from a multitude of interests including Tiktok, typography, food and Bollywood films. Looking at the world that surrounds us, I see the potential of design as a problem-solving tool, as well as an aesthetically pleasing opportunity to create work that is both exciting and beautiful.
Portfolio
The Hinglish Diary
Hinglish is the fusion of two languages – Hindi and English. During the British Rule in India, the Indians picked up on a few English words to communicate with the British and vice versa. As a result, Hinglish was born. Along with this, there are certain phrases that only make sense in the Hinglish Dictionary. This project explores Hinglish in a variety of ways and is presented in art forms that were also popularised at the same time as Hinglish.
Matchbox Art
The match industry in India has a fascinating history. Its local production expanded in the 1920s when 2 entrepreneurs set up factories in the town of Sivakasi. Those were the days of national self-help, and match-making, with its humble production context – the family home or workshop – appeared a veritable national duty. It seemed a quintessential cottage industry, drawing on local art skills and resources.
The text for this artwork reads “Baaki sab first class hai” which translates to “everything else is first class”, a common Hinglish phrase.
Truck Art
Brought by the British to India, trucks were a means to transport weapons. But now, trucks in India carry a kaleidoscope of colours, art, slogans and symbols almost as a celebration of the beast that rolls down the highways, travelling across far-flung geographies. For truckers in India, having a riotous display of colours and art they resonate with is almost a rite of passage. The bulky body of the truck then becomes a mode of expression, not only for them but also for many truck artists in the country. For truck drivers in India, their vehicle is a home away from home.
"Horn Ok Please", India's most ubiquitous phrase as seen on trucks, has a variety of origin theories. This along with the tendency to add the suffix "ji" as a sign of respect by Hinglish speakers, the copy for this artwork reads "OK ji."
Madhubani
The vibrant art of Madhubani has been created for centuries, in fact there is no concrete evidence of when it originated. However, in 1930, a British civil servant highlighted this art and photographed at least 200 paintings while travelling through Bihar, India. He ultimately left 50 prints at the India Office Library in London (now a part of the British Library Collections).
The copy for this artwork reads "all is well" and is written in Hindi – enunciating the accent and tendency to confuse Ws and Vs by most Hinglish speakers. So with the accent, it reads aa "All eez vell".





Superarts: Rebranding
Superarts
Superarts Academy of Performing Arts, founded in 1962 by Irene Hayes BEM, is a not-for-profit organisation based in Southwark, offering dance and performing arts classes and life skills, for those aged 3-18 years. They approached LCC students for a brand refresh and to come up with a solution to make them known to a wider audience.
For the rebrand, I realised that while the target audience are the parents of the children, it is important that the identity looks appropriate for both children and teenagers. For that, I decided to go as simple as it gets – with the use of shapes. If there’s one shape I relate children and dance to, it’s circles. They are dynamic yet delicate, with a rhythm to it. Using the placement of type as a tool to make the main logo more playful, it can also have typographic variations depending on where it is being used and where it communicates best.
Using this as the foundation of my identity design, I further developed various brand assets, logo animations, a website and a few simple social media templates for them to use. These all integrate together to form a cohesive branding solution.



