Amulya is a graphic designer from Digboi, Assam, who has been practicing internationally since 1984. He is currently based in London.
His interest in art and design started when he was very young. When he was in school, he won many awards in painting competitions. These paintings were even published in various newspapers and magazines. When he was doing his BSc at Cotton College in Guwahati, he used to get paid to design book covers for publishers. Many advised him to choose graphic design as a career so after graduating in 1972, he enrolled in a 5-year design course at the JJ School of Architecture in Mumbai.
After graduating, he worked in Mumbai for a few years. There, he started his own design agency ‘One+One’ in 1978. Within two years, he developed clientele in several cities in India as well as Dubai. Eventually, he became more ambitious and decided to go abroad. ‘One day, in 1981, I sold off my design studio, apartment and everything else in Mumbai and flew out to the USA with my dream and determination. Somehow, I did not like the American lifestyle and finally moved to London in 1984.’
It was difficult for Amulya during the initial years. Assignments were few and savings were running low. There came a time when he didn’t have enough money to pay for food and rent. But even when things were grim, the moral support from his family back in Assam kept him motivated. ‘To be free and independent, one needs a lot of courage, patience and confidence along with talent. Slowly, I did establish myself purely through my dedication to my profession.’
Amulya eventually started his own company (www.PlusOneDesign.london) which is based in London. It provides design services for clients in the UK, as well as other countries such as USA, Brazil, Saudi, Dubai, Israel, Kuwait, Singapore and India. He is currently working on branding and packaging for new products. ‘We design new products all the time: be it is perfumes, chocolates, cosmetics, whisky, fashion.’
First Logo for Assam Tourism
In 1978, the final year project at Amulya’s art college was to create a full-fledged advertising campaign for a speculative client of their choice. He decided on Assam Tourism. After a systematic research, he decided on the rhino. He came to Assam from Mumbai for one month and discussed his ideas with Assamese writers, artistes, teachers, friends and people from various walks of life. He also spoke with the Directorate of Assam Tourism. His design was minimal; he used straight lines and angles to reflect the power and strength of the animal. When the exam results were declared, his name was among top three. Later, the then Director of Assam Tourism, bought the logo from Amulya.
Written by Sanskrita Bharadwaj