The Little Yellow Book: Pavithra Dikshit

September 12, 2016

The Little Yellow Book is a series of short interviews with different members of the Landor Mumbai team. You can find out more about who they are, what they do and what inspires and motivates them to do what they do.

Pavithra Dikshit, Designer.

A typographer, designer and artist, Pavithra Dikshit presently works at Landor Mumbai. She is one-third of Postcard People – an avenue to revive sending out postcards and one-eight of Kadak – a collective of South Asian women that works with graphic storytelling of different kinds.

Explorations in the cross-sections of life and design, within the Indian context, outline a major part of her practice as a designer.

Since her school days, she aspired to be a designer and had a very focused approach to her end destination. Her path has taken very unique turns, from starting her career in digital and then moving to print. To challenge herself, she likes working with people who have different strengths and on briefs she hasn’t encountered before.

To Whomsoever This May Concern

To Whomsoever This May Concern in collaboration with Deshna Mehta / Wilding Festival 2013

Her personally authored projects like ‘To Whomsoever This May Concern’, ‘The 100 Day Project’, ‘Discipline’ are extensions of who she is in different ways. She recently worked on series of visual essays under the title ‘Sh ft ng’ which exhibited at Gender Bender, Bangalore in September as a part of Kadak (an excerpt below).


Shifting as part of Kadak / Exhibited at Goethe-Institut/Max Mueller Bhavan, Bangalore

What was the inspiration behind your book ‘Discipline’?
Since I was a child, I have been obsessed with having a routine. I think that has impacted the way I work, what I work on a lot. As a lot of the projects I have authored are extensions of me, so it was fitting that my first self-published book should be discussing why routines are important to me.
One of the excerpts of my routine is making the same salad twice every week – once to eat and once when I re-create it with paper. Discipline is a journal designed to discuss routines that have been my road to many discoveries. Along with 6 short snippets on my routine, one of the excerpts of discipline is how I make paper salad’s every week.


Discipline / Self Published book launched at East London Comic and Arts Festival

What draws you towards gardening?
As a millennial and someone who is on every social platform that exists I’m consuming a never-ending amount of information. So I create pockets of time during the day when I prefer to just – be. Gardening is one of those pockets. The smell of earth, getting my hands dirty, singing to the plants, I enjoy it all. My other void pockets include travelling and running.


Day 100 of #100DaysOfGardenAndArt

What books are on your to-read list?
I just finished In Other Words by Jhumpa Lahiri’s and Before we Visit the Goddess by Chitra Banerjee Divakaruni and I strongly recommend both.
I’m presently reading Ghachar Ghochar by Vivek Shanbhag (recco’d by Lulu Raghavan) and A Little Life by Hanya Yanagihara (recco’d by Shradha Bhatia)
I thought I’d lost my reading stride last year and I’m super happy to have it back! So many many more books on my reading list.

What is the source of your design inspiration?
What you put in is what you get out. I try to read voraciously to imagine better outcomes and open my mind. I visit art shows, galleries, look up the internet, and everyday stories. There is no dearth to information or inspiration today. It’s just about where and how you see it.

What would be your advice to a budding branding professional?
Here are my top four:
– There is absolutely no escape to hardwork. None whatsoever.
Take up something you dont know how to do just to see how much you can push yourself; it will surprise you.
– Don’t be afraid to author your own work.
Have a hobby or a sport that takes you away from what you do at your work.

What is brand Pavithra?
A cat with 9 lives (even though I detest cats)
In a constantly changing world – be curious. Manifest your thoughts into actions and don’t be afraid to deep dive into places you’ve never been before. What you don’t know can’t hurt you and what doesn’t kill you only makes you stronger.

Also, always be kind and never say no to dessert.

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