Interculturalism is Dead
Print Design
Brand Identity Design
Graphic Design
“Interculturalism is Dead” is a curated publication and a proposed networking event aimed at reinvigorating the dialogue surrounding Interculturalism by spotlighting the sub-culture of the Syro-Malabar Community from Kerala, India. Amid today’s challenging political climate in the United Kingdom, this initiative seeks to underscore the importance of intercultural exchange and understanding. Drawing on principles of decolonisation, the project delves deep into the rich tapestry of the community exploring its diverse facets and celebrating Interculturalism in our increasingly interconnected world. The publication is an archive of personal narratives, cultural intersections, and the story of the Syro-Malabar community through Maximilism and Bilingual Typography. It features immigration stories from creatives in Glasgow, insightful interviews with Glasgow-based design studios, and an exploration of the future prospects for creatives from diverse ethnic backgrounds.
Part One
Objective
Strategy
To explore the intersection of Indian and Western cultures through design, celebrating and promoting interculturalism. By engaging with local communities and incorporating their stories, the goal is to decolonize graphic design and challenge conventional norms. The project aims to make a bold statement on the current political climate in the UK.
As a new migrant in the UK, I found it essential to reflect on my cultural roots and what it means to be a creative from a different ethnicity in this context. In light of ongoing discussions about multiculturalism, I advocate for the success of interculturalism by highlighting my community, the Syro-Malabar community—an amalgamation of Christianity, Hinduism, and Syriac influences. I present this through a meticulously handcrafted book, exploring my personal experiences and what makes the Syro-Malabar culture unique. The book includes conversations with various individuals connected to the culture and concludes with an examination of the UK's creative industries and their efforts to foster inclusivity. This project embraces maximalism and bilingual typography, design languages prominent in India, alongside tactile paper explorations to amplify South Indian representation.
The Syro Malabar Community
The Syro-Malabar Community belongs to the state of Kerala in India. It’s said that the Apostle St. Thomas arrived in Kerala in AD52 and established seven churches. The Hindu-dominated state accepted the religion and ultimately adapted it to its own through the tweaking and continuation of Hindu customs. The community is now a wonderful amalgam of both Hindu and Christian customs, languages, architecture and traditions.
Interculturalism and the UK
To address the challenges faced by ethnic minorities in the UK design industry, particularly amidst negative attitudes toward multiculturalism and immigration. With only 7% of the workforce coming from ethnic minorities, I aim to highlight the need for greater representation and inclusion of diverse talent, not merely for tokenism but to leverage the unique insights and skills that creatives from different cultural backgrounds can bring. This objective seeks to advocate for a more equitable design landscape, where ethnic minorities are valued for their contributions and are not forced to work disproportionately harder to prove their worth.
Decolonized
Cream Tea
Drawing inspiration from the universal ritual of evening tea and the British cream tea tradition, a decolonized version infused with motifs from the Syro-Malabar community was created. This event is designed to bring together creatives from all backgrounds, offering a space where everyone is welcome to connect and inspire. Kerala snacks will be served alongside a distinct event brand identity. Unique crockery, sourced from charity shops across the city, was transformed with spray-painted patterns on the porcelain, creating a final, eclectic set of ceramics.
Publication
Structure
Main Paper Stocks
1) G.F. Smith Neenah Environment - 118GSM
2) Pastel Yellow - 120GSM
3) Deep Red - 140GSM
4) Tracing Paper - 80GSM
Title Pages
Maximalism and Bilingual Typography
Interviews
1. ROSHNEE DESAI
Founder of Local Labs and the Indian Graphic Design Story
We talked about the Indian Graphic Design Landscape, Maximilism in Design and how to tackle the theme in a tactile form.
2. KINKY KASHAYAM
A South Indian Art Experimentation Archive by two Designers in the USA
We talked about the importance of South Indian Representation in the West and what it means to be authentic in our stories.
3. @MR.CHRISTOPHER._
American Content Creator on the culture of Kerala
We talked about his third perspective on the culture of Kerala as an outsider.
4. WE ARE HERE SCOTLAND + JAMHOT + MADEBRAVE
Conversations with Scottish agencies on the importance of representation in Scottish Design spaces.
5. GLASGOW-BASED CREATIVES FROM KERALA
Conversations with Immigrant Creatives (Chinmay Anilkumar, Patrick Panikulam & Justin Stanley) in Glasgow and how they connect to Kerala through food.
Part Two
Introduction
In the past two years, the limited representation of creatives of color in Glasgow's creative events has highlighted the need for a more inclusive environment. Many creatives from diverse backgrounds remain underrepresented, despite Glasgow’s reputation for warmth and inclusivity. This proposal seeks to address this gap by launching a networking event specifically designed to welcome a diverse crowd and spotlight underrepresented communities.
Event
Concept
“Decolonised Tea” offers a unique twist on the traditional British cream tea, presenting it in a culturally rich and decolonized format. Each event would draw inspiration from an underrepresented community, shaping the visual elements, branding, and culinary experience to reflect the chosen culture. Tea—a universal ritual—serves as a foundation, while the event incorporates traditional snacks and drinks from the featured community, offering a genuine taste of their heritage.
To demonstrate, the event’s initial concept focuses on the Syro-Malabar community, known for vibrant patterns, colours, and cultural motifs. The visuals for this concept, created using hand-sourced crockery and custom-painted patterns, highlight the community’s artistic heritage. This theme creates an immersive space where attendees experience and appreciate the nuances of Syro-Malabar culture.
Structure
Each event will center on a new underrepresented community, celebrating their cultural elements through curated food, visuals, and ambiance. The event will include guest speakers from diverse creative fields, offering insights into their journeys and projects. This fosters an opportunity for participants to learn about the culture represented and engage with speakers and fellow creatives in an inclusive environment.
Objective
The primary goal of “Decolonised Tea” is to promote inclusivity in creative spaces by highlighting the richness of various cultural backgrounds. This event provides a platform to explore, appreciate, and celebrate cultural diversity, facilitating meaningful connections among creatives. Expanding this concept with future funding would further amplify its impact, allowing it to bring representation and visibility to more communities.
