Sunir Patel, Super Person

Head of Design, Freelance

After eight fruitful years at Grey, Sunir Patel has left for pastures new. We sat down with him to look back at his career highlights, to find out how he got his industry start, having gratitude for the people he’s worked with and the importance of ever-changing design processes. He has gratitude for his previous professional experiences and shares tips for career progression, as well as revealing some of his work traits and love for designing creative blogs.

Did you always know you wanted a career in the creative industries and what was it about them that appealed?

From a very early age, I always sought out creativity. So, the minute I found out that I could make creativity my job, I thought “What could be better than working in an industry where you can truly showcase your creative flair and express yourself freely?” I was sold!

With a background in art, design, and illustration, tell me about your first foray into advertising?

I entered the industry through 3rd Edge Ltd, a stand-alone design studio that services larger businesses. It’s run by amazing brothers Martin and Gary Lee, and it’s still going strong today.

I learnt so much during my three years there, including how to use industry programs, create design foundations, compositing artwork and retouching to name just a few of the skills I gained. It was the best place for cutting my teeth in this industry. They took the time to nurture my skills and educate me and I am so thankful to them for taking me on as junior. I truly believe I’ve only reached where I’ve got to today, because of the foundations they provided me with.

Looking back on your career, what were your initial aspirations for your profession and do you think you have achieved these?

I set my sights on becoming Head of Design or Design Director at a world-famous global agency. Starting my career in the early 2000s, I never saw anyone that looked like me in a position of management or leadership role. I was determined to become that figure, that juniors from minority backgrounds looked at. Allowing them to know that they too can flourish in this industry. It takes hard work, but it is achievable.

What was the most impactful piece of professional advice you ever received?

Never burn a bridge. No matter how hard done by you feel, hold your head high and thank the people you’ve worked with for their support and the opportunities they have given you. Leave with your respect and keep your legacy intact. This industry is incestuous. It doesn’t matter what company you end up at, there will always be someone that knows someone you worked with previously. And word spreads like wildfire.

You’ve worked at big agencies and various independent studios, how did the work ethic at both differ, if at all?

Whether they are big, small, independent or corporately owned, all companies demand the same work ethic from me. The “that will do” mentality has never sufficed, and I expect everyone I work with or manage to push for more too. After all, we have a common goal — to produce great work together.

And what are your favourite aspects of overseeing a design job and bringing it into fruition?

I enjoy pushing the boundaries of what’s possible. I want to create work that forces a reaction from the public and makes them buy whatever we’re advertising. But it runs deeper than that.

I like to share my thought process with my clients and account teams. Everything we create as designers is carefully considered. Nothing is ever randomly positioned or accidentally coloured. Once others outside of design understand our process, things become clearer, so inviting them in is vital.

Working in advertising and within a design capacity, tell me what does the collaborative process look like and how important is your team for excelling creativity?

Design now falls under the creative department, so it’s increasingly common to use designers as people in a creative team. You’ll be tasked with your own concept, words, and visuals, as design is being brought further up the process — changing the course of conceptual thought for the better.

What do you do to maintain and fuel your inspiration?

Design blogs. It helps with easily seeing what we’re creating and forecasting trends for the year — such as fonts, colour palettes, and styles. But most importantly, it’s a language to talk with fellow designers and sharing references.

Now that you’ve left Grey, what’s next for you creatively?

It’s time to take my learnings and help establish another company’s design department. Watch this space…

PITCH SUPER ALUMNI 2023