HI! I am Ipshita Krishan, graphic designer raised and based in NYC. I create identity systems at the conjunction of cultural insight and algorithmic logic. In a more conversational manner: I enjoy noticing a simple behaviour pattern in the audience and develop that into a visual system based on reasoning. My practice spans across graphic design, spatial branding, and identity creation. I aim to translate cultural relevance into a visual language that connects with people. The connecting to graphic identity comes from pattern recognition not repetition, ultimately building strategy. Previously, my work have been noted by Creative Boom, One Club and Indigo Awards. Outside of graphics I find it important to indulge my other sense, not necessarily visual. At times this comes from attending fashion events, hosting and cooking, taking bartending courses, learning a new instrument or woodworking. Everything feeds back into my creative fuel. A designer needs to be in-tune with culture and sharp with wit. End note; I believe design meets its purpose when it sparks fun and is done in good faith.