Avni Patel

23.10.08
.... A Goldsmiths BA design graduate returned after ten years to talk about her work since graduating. Avni specialises in graphic design.When it was a four year course, Avni worked with Drive communications in New York on a years placement (www.drivecom.com) where she redesigned the companies logo. When she returned to college her degree project was about mapping cultural identity. Whilst in her final year she planned to do another internship when she would graduate. She scrubbed up her portfolio and had several attempts with pentagram, which she finally got a placement with. Avni mentioned how she wanted to further herself in her study, so she did a communication art and design MA at the RCA. Whilst studying there she had the opportunity to get involved in live briefs which were competition based.

After graduating she worked for David Adjaye associates (www.adjaye.com) of which she produced publications (www.hannahcollins.net). Then went on to South bank centre, which had a small team of designers with a heavy work load. New publications were brought out each week.

Now Avni is working at Thames and Hudson, whilst doing her own freelance work.

Avni's advice;
To show strong diversity through your portfolio. Show tactile and original pieces in the interview. Plenty of photographs are great. Show strong concepts, portray your process and the way you work through the portfolio. Have samples of work.

Have a good idea of who you would be comfortable working with regarding the size of the company. Big companies can afford for you to be creative.

Software skills are taken for granted, you are expected to know how to use them.

Your CV is a summary of your work. If its not well designed and/or the typeset isn't good it doesn't get looked at. It should bring a breath of fresh air. Dear Sir/ Madam doesn't get seen. Phone calls are often positive. Swat up about the company before interview. Not necessary to re-design your CV for every application. Always have questions about their work, especially for interview.

Avni believes we don't need more design companies. What is lacking in the industry is a strong in house team. Considering the current climate it is necessary to be a 'jack of all trades', be multidisciplinary and adaptable. Volunteer for everything. You shouldn't need to know everything, but play around with it. There is an argument for whether Quark or In design is to be used in the industry.