Hi! I’m Samyuktha, but you can call me Sam. I’m a South Indian-American designer with a long-standing passion for graphic design and poster making, which began in 3rd grade when I created customizable posters to sell during lunch. Back then, I had no idea it would lead to a career! I’m passionate about developing brand identities and systems that align with a brand’s positioning, leading to cohesive and engaging designs. I’m particularly fascinated by typography in Indic scripts and the significant role graphic design plays in everyone’s life.

A bit about Diva: I refer to her as “she” because this typeface has a personality of its own. Developed at ENSAD, Paris, under the guidance of André Baldinger, Diva is an expressive display type inspired by the dramatic elegance of Bharatanatyam dancers, capturing their facial expressions and hand movements. This project deepened my appreciation for the nuances of type design while emphasizing the importance of the cohesive bigger picture. Despite spending over 6 weeks on this, I still consider this typeface a work in progress!