Interculturalism is Dead By Anupa Joshy

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.

Objective

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 decolonise graphic design and challenge conventional norms. The project aims to make a bold statement on the current political climate in the UK.

Strategy

As a new migrant in the UK, Anupa found it essential to reflect on her cultural roots and what it means to be a creative from a different ethnicity in this context. In light of ongoing discussions about multiculturalism, she advocates for the success of interculturalism by highlighting her community, the Syro-Malabar community—an amalgamation of Christianity, Hinduism, and Syriac influences. Anupa presents this through a meticulously handcrafted book, exploring her 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, Anupa aims 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 decolonised 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.

Interviews

1. @MR.CHRISTOPHER._
American Content Creator on the culture of Kerala as an outsider.

2. WE ARE HERE SCOTLAND
A Community Interest Company to amplify the voices of BPoC Artists and Creatives who reside in Scotland with opportunities to share their work, connect, and have their voices heard

3. GAB (by JAMHOT)
A regular get-together for Creative folks in Glasgow featuring speakers from Scotland and worldwide.

4. CREATOR MASHUP (by MADEBRAVE)
A networking event in Glasgow celebrates content creators with speakers discussing how to grow personal brands.

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.