Rajshree Saraf, Brooklyn

A designer, artist, researcher and creative technologist. A former Wieden+Kennedy art director with a master’s degree ITP NYU, she now creates work that integrates design with emerging tech with a focus on Augmented Reality. Currently researching communication in AR for academia and digital therapeutics. She was accoladed on the 25 Under 25 list in India in art and design. Her work has been featured in Communication Arts, Homegrown, It’s Nice That and Platform Magazine

︎ ︎ AR things

︎ ︎ Creative Tech

︎ Instagram

︎ Twitter

︎ LinkedIn

Experience

TYPESPACE, Creator
Present
Native Augmented Reality variable typeface︎︎︎

AR HOUSE, Resident
Los Angeles, August - September 2022
-- Gaming and Storytelling cohort
-- Created Typespace

ITP NYU, Student (MPS)
New York, 2020-2022Interactive Telecommunications Programme (ITP), is a two-year graduate program at the NYU Tisch School of the Arts. We use emerging technology to augment, improve, and bring art into lives. Blog here︎︎︎

WIEDEN+KENNEDY, Art Director
New Delhi, June 2018-July 2020 -- Creative strategy, conceptualisation, and art direction of various advertising, branding, and user experience projects across media - digital, print, and mainland
-- Worked across several industries - Fabindia, Bumble, OnePlus Nord, and Honda
-- Designed in-flight/airport experiences to national campaigns as a part of the core creative team for IndiGo (India’s largest airline). One of these campaigns grew the airline’s market share from 48% to over 60%

3LD NYC, Creative Technologist Intern
New York, June 2021-Sept 2021-- Conceptualisation, creative strategy, and identity design for this nonprofit cultural centre in New York. 3LD produces and creates works in immersive theatre, and other performance art that use technology
-- Designed and assisted in the technical development of an immersive experience for an oscar-winning documentary filmmaker

Skills

I mostly design. Occasionally illustrate. Manage to code. Wish to time-travel (understand I may never). Read before bed. Drink enough water. Open to transhumanism. Await existential clarity (understand I may never).
I shrug. A lot.

Press
Tips and Tekkers IG, It’s Nice That
Forward Thinking: Typography, It’s Nice That
Technology and Interdisciplinary Design, Communication Arts
Hallucinating Type, It’s Nice That
Hallucinating Type, Homegrown
World War Three, Communication Arts
World War Three, Homegrown
The Purple Heart Project, Platform Magazine
The Purple Heart Project, Homegrown
The Purple Heart Project, Scroll.in

Talks
Chicago Graphic Design Club, Typespace and the future of graphic design in AR - December 2022

NYC AR Meetup, Spatial Typography and a case for responsive AR - August 2022

Awards
Type Directors Club TDC 69, 2023

MIT Reality Hack, Boston 2023
Best in ArcGIS

Small Budget - Silver, Effies India 2021 (LCFM - IndiGo, Wieden+Kennedy)
Consumer Engagement & Experience - Gold, ET Brand Equity, Sharks Awards 2021 (LCFM - IndiGo, Wieden+Kennedy)
Travel and Hospitality - Gold, e4m Indian Content Marketing Awards 2021 (LCFM - IndiGo, Wieden+Kennedy)
Consumer Experience - Silver, Indian Marketing Awards 2020 (LCFM - IndiGo, Wieden+Kennedy)

Best Consumer Insight - Bronze, ET Brand Equity, Sharks Awards 2020 (My First Time - IndiGo, Wieden+Kennedy)

MIT Reality Hack, Boston 2022
Best in Spatial Audio | Top 10 Finalists at the MIT Reality Hack 2022 among 63 participating teams

NYU Global Innovention Challenge, New York 2022
One of eight shortlisted team, from all NYU schools, for the second round of this global prototyping competition to build a startup team, prototype products, and pitch commercially viable solutions for pressing societal problems

25 Under 25, India 2016
Received national distinction by Tata, as one of 25 under 25 change-maker in the field of art and design across India. The esteemed panel judges included Appupen, Jessica Walsh, and Raghava KK.

Exhibitions
AR House Gallery — 2022, Los Angeles
Spring Show, ITP — 2022, New York
Spring Show, ITP — 2021, New York
Indianama — 2018, Delhi
Irregulars Art Fair — 2018, Delhi
Bold Exhibits — 2017, Bengaluru
Secret 7” — 2016, London

Past Experiences

NATIONAL LAW UNIVERSITY, Fellow
New Delhi, August 2022
-- Collaborated with lead intellectual property researchers to design a report that released at an international conference in 2018
-- Data visualisation, information design, publication design and illustrations of their research
-- Designed accessibly for the visually impaired in both print and digital formats

ANIMAL CREATIVE AGENCY, Design Intern
New Delhi, January 2018-April 2018-- Designed holistic brand systems for Times Group’s Times Internet, and OYO
-- Creative strategy, conceptualisation, and art direction of advertising and branding projects

MCGARRY BOWEN, Design Intern
Bengaluru, June 2017-July 2017-- Assisted with the creative strategy and advertising for brands like Ola, and Van Heusen
-- Conceptualised, and created online campaigns, and ad films for social media

TEACH FOR INDIA, Communication Design Volunteer
Mumbai, June 2016-July 2016-- Designed their national recruitment campaign. The application rate was up by 7% that year.
-- Conceptualised and executed other digital campaigns for this non-profit

Past Education

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, B.Des
Kolkata, June 2014-May 2018
Bachelors in Communication Design - B.Design

︎︎︎ Home Work ︎︎︎