Gurleen Raj

Step into Dishoom and you’ll be treated with a feast for the eyes, not just for the tastebuds. Paying homage to the Irani cafés of 1960s Bombay, the popular restaurant chain tells a story of cultural fusion through artistic design. One of the designers who helps bring its aesthetic to life is Gurleen Raj – and her creative journey has been no less rich or varied. From growing up in different places to interning at top design agencies, she’s had an eclectic mix of experiences that she brings to her work today. Here, she shares the key ingredients – including mentorship, collaboration and creative exploration – that form her recipe for success.

What I do

How would you describe what you do?
In a nutshell, I bring storytelling to life.

Gurleen's workspace

What are the main influences and inspirations behind your work?
Thousands of encounters and conversations from living in different places – these have honestly been my greatest inspiration. I grew up in a family that was constantly on the move, and while I hated it at the time, I’ve come to deeply value those life experiences. Having exposure to so many different cultures ignited my curiosity, and I became endlessly fascinated by the way things are made around the world. The where, the why and the how – it’s all so rich and inspiring.

As a history nerd, I’m also very much influenced by the creations of architects, craftspeople, blacksmiths and other artisans of the past. Whether they’re born out of the best or the toughest of circumstances, these historical works really inspire me, especially because I’m passionate about preserving dying art forms.

Would you say you need any specific training for what you do?
I’m a bit of a traditional artist, so I’d be remiss if I didn’t stress the importance of classes and workshops. They’ve truly shaped me and helped my career. That said, I know plenty of incredible artists who don’t have formal design backgrounds and are thriving in the industry right now, so it’s not absolutely necessary.

What’s essential to growth is research, practice and a genuine passion. Beyond that, getting involved in the design community can be transformative. Organisations like The Arena, Fuse, and Ladies Who Design offer amazing resources and tools, which can help expand your knowledge and sharpen your skills.

What’s been your favourite project to work on from the past year, and why?
My favourite project from the past year was an internal rebranding for Dishoom’s Family Mela, which is a big summer celebration for everyone who works there. I had the chance to showcase my illustration skills, dive into character design and truly capture the spirit of our team.

But it wasn’t without its challenges. For example, ensuring the right balance of Hindi and English signage throughout the venue wasn’t the easiest from a design perspective. However, it was important to us to get these things right. We wanted to make sure that the space would feel welcoming and accessible for our diverse team.

It all paid off. Seeing our work come to life on the day, blown up across the venue, was a warm and fulfilling moment. It was a privilege to be part of branding the event and I really enjoyed the experience.

Gurleen's work on display at the Dishoom Mela event in 2024

What does a normal day-to-day usually look like for you?
A usual day starts with a good cup of coffee and catching up on emails, after which I check in with my team and get started on the day’s projects. I like to then take a break – typically to grab a katsu wrap! – before getting on with my meetings and tackling any new, exciting projects.

If there was a starter pack for your job, what would be in it?
It would definitely contain Spotify, Adobe and monday.com – I call them the trilogy because they’re my daily essentials. A good pair of Beats headphones is important too as it helps me create an invisible sound wall to get into focus mode.

As for fuelling myself on the job, I can’t get through the week without a cup of coffee from Origin Coffee Roasters, and my go-to lunch is either a Vada Pau or Pau Bhaji, as well as a cup of lassi – from Dishoom, of course.

How I got here

What was your journey like when you were first starting out?
I didn’t have the smoothest start as a pandemic greeted me at the end of university. But you know that saying: when things seem to be going terribly, something amazing might be just around the corner? That perfectly sums up my first few years as a creative.

From bartending by the coast to scoring internships with some of the top names in brand design and landing at Dishoom a year later, it’s been a real rollercoaster. I’ve learned that you just have to keep saying “yes” – what’s meant for you will eventually come your way.

For me, finding my niche was the turning point. That’s what brought me to where I am today, where I can confidently say that I love what I do.

More of Gurleen's work on display

How did you go about landing your first few jobs, clients and/or commissions?
It involved a lot of chatting to people, sliding into DMs and attending events where I initially felt like I didn’t belong – until I showed up and met so many creatives with whom I shared common ground. These events not only helped me make friends but also connected me with inspiring people and potential mentors.

I thrive under the guidance of teachers, and I wasn’t quite ready to give up that support after university so I spent a lot of time searching for the right mentor. I’m so glad I found two incredible ones: Chloe Templeman and Aaron Christian. They helped me refine my design skills, taught me how to present myself and gave me the confidence to trust my design opinions.

'Regal South Asian Queerness' by Gurleen in 2022

Thanks to Chloe, I landed my first design internship at Design Bridge, where I experienced being a designer in the real world and worked on incredible projects for some of their biggest clients. After about a year and a half of juggling internships and hospitality jobs, I met Aaron. I was initially hired to help him manage his social media accounts, but over time, it developed into a wonderful mentorship. Aaron helped me sharpen my skills and eventually introduced me to Dishoom. The rest, as they say, is history.

What has been your biggest challenge along the way?
A big challenge for me has been building confidence and working through the classic imposter syndrome that so many creatives face. Looking back over the past three years, I can see that self-doubt has been one of the biggest obstacles holding me back. I’ve often questioned whether my work is good enough or if I truly deserve the opportunities I’m given. This mindset can be incredibly limiting, and it’s taken time to recognise that my abilities and experiences have real value.

Poster design for Dishoom's family Mela

Overcoming imposter syndrome isn’t an overnight fix – it’s a continuous process and something I actively work on every single day. By focusing on small wins, celebrating progress and surrounding myself with supportive people, I’ve slowly started to build the confidence I need to keep pushing forward. I also remind myself that growth and setbacks are all part of the journey. It’s not about completely erasing self-doubt, but rather learning how to navigate it and not let it define me.

How important are social media and self-promotion to your work?
I honestly can’t imagine my career without social media and self-promotion – it’s played such a big part in getting me to where I am. These days, it feels almost unavoidable as it’s become part of what it means to be a so-called professional artist. While I’d love to say, “Don’t let it control your creative journey,” social media offers so many hidden opportunities and benefits. I’d definitely encourage artists not to shy away from it.

That said, there are plenty of artists who still take the old-school approach of solo exhibitions, word-of-mouth advertising, artist clubs and so on. It really depends on your goals – whether you want to work with companies, or whether you aim to become the next Basquiat. Both paths are equally exciting.

Gurleen's poster at the event

What are three things that you’ve found useful to your work or career, and why?
Taking on small freelance jobs really helped me discover and understand myself as a designer.

Alongside that, I followed a lot of design collectives that were incredibly supportive when I was just starting out. Platforms like Fuse and The Arena offer valuable insights for graduates, creatives and anyone looking to connect with the design community.

Finally, collaborating with others is so important – it’s how people get to know you and recognise that you’re here to stay.

Have there been any courses, programmes, initiatives, access schemes or job boards you’ve found helpful or would recommend to get into your sector?
Personally, I haven’t done as many courses as I’d like, but I can definitely recommend some fantastic resources. The mentor programme at The Arena is a great place to connect with experienced professionals, while events run by Ladies, Wine & Design are always fun and inspiring. For Plymouth-based designers, the Plymouth Design Forum meetups are an amazing way to network with local creatives and share ideas.

What have been your greatest learnings with making money and supporting yourself as a creative?
Sending out my first invoice was such a special moment – it felt surreal to actually be making money as an artist. At the same time, I was so determined to make a living through art that when it finally happened, it felt more like, "Well, it's about time!" 

The tricky part was figuring out how to price my work. You really have to do your homework, keep up with what other freelancers are charging and know what companies are willing to pay. When I first started freelancing, I had no idea how to do all that and found it pretty tough. But talking to other freelancers and learning how to negotiate with clients made those awkward money conversations much easier over time.

Advice

What’s the best career-related advice you’ve ever received?
“We’re all born to do things we love – it just depends on who’s actually getting up everyday and making that happen.” That’s the best advice I’ve received and it’s stuck with me to this day.

“Get a mentor; be a mentor” is another great line I’ve heard. Having support and giving it back is a win-win.

What advice would you give to someone looking to get into a similar role?
Reach out to your favourite brands with a standout CV and portfolio. I know plenty of creatives who’ve gone the extra mile by tailoring their work for specific companies in unique, memorable ways – and it’s landed them the job! Also, focus on building strong relationships with your co-workers and managers. They play a key role in nurturing your talent and growth.

I feel incredibly fortunate to be part of a supportive team at Dishoom and I’m especially thankful to my managers for not only welcoming me – an enthusiastic and slightly chaotic artist – but also helping to shape me into a creative professional. Their guidance and support over the past three years have been huge in my journey, and I’ll carry their advice with me in the years to come. I couldn’t be more grateful.