10 Questions with Supatida Sutiratana

Supatida is a talented Thai graphic designer based in New York City. Her expertise encompasses branding, packaging, print, and typography. She first earned her bachelor’s degree in graphic design from Chulalongkorn University’s Faculty of Fine and Applied Arts and pursued her passion for design further with a master’s degree in design from the School of Visual Arts in NYC. 

Her professional journey includes six years at Plaimanas Industries CO., LTD., where she served as senior graphic designer and art director. During her tenure, Supatida honed her skills and sharpened her creative vision, working on diverse projects that showcase her exceptional talents. 

Currently, she is a co-founder of Midnight Project, LLC, committed to crafting designs that are both visually striking and deeply meaningful. Through Midnight Project, she channels her passion for design into producing work that resonates with clients and audiences alike, pushing the boundaries of creativity, culture, and innovation.

supatida-s.com | @supatida.s

ARTIST STATEMENT

As a graphic designer, I see design as a bridge between ideas and emotions, a tool to communicate, challenge, and transform the world around us. My approach to design is rooted in storytelling—whether through branding, typography, or packaging—and I believe that every visual element should carry a deeper meaning and a purpose. Each project I work on is an opportunity to create something that doesn’t just look good but feels right, that speaks to its audience and resonates with them long after they’ve experienced it. 

I’m deeply inspired by the fusion of art and advocacy. I believe design has the power to tell stories that aren’t often heard, to elevate communities, and to ignite movements. Whether it’s working on cultural preservation, sustainability, or advocating for marginalized voices, my design process is always about creating something that has a lasting impact, not just visually but socially and culturally. 

At Midnight Project, my co-founded creative studio, I lead with a vision of merging innovation with humanity. We create designs that challenge conventional norms, pushing creative boundaries while staying deeply grounded in the values of inclusivity, purpose, and community. Every project I take on is a journey—a collaborative experience where strategy meets creativity and where each element is carefully crafted to tell a larger story. 

I don’t just design; I create worlds, reimagine possibilities, and craft experiences that empower, connect, and inspire. My goal is to continually push the limits of what design can achieve, inspiring others to see design not just as a profession but as a medium for making a difference.

INTERVIEW

First off, why did you choose design over other mediums? What does it represent for you? When did you first become interested in graphic design? 

Growing up in Bangkok, a city full of culture, diversity, and storytelling, I was constantly surrounded by artistic inspiration. While I explored various forms of creativity—like drawing, painting, and crafting—it was design that truly captivated me. Unlike other mediums, the design felt like a bridge between art and communication. It wasn't just about creating something visually appealing; it was about solving problems, telling stories, and making an impact on people's lives in a meaningful way. That ability to merge creativity with purpose is what drew me to design.
My journey into graphic design started when I was a kid. I was super restless and full of energy, I found focus and joy in creating, whether it was designing cards, posters, or school projects. Unlike other mediums, design felt dynamic and interactive, with the power to influence how people think and feel. It gave me a way to turn imagination into something tangible that could spark a connection and make an impact.

How have your studies at Chulalongkorn University and the School of Visual Arts shaped your design approach and philosophy?

I began my design education at Chulalongkorn University, where I earned my Bachelor's degree in Graphic Design. This foundation in design principles gave me the tools to explore my creative identity. I learned that great design isn't just about aesthetics—it's about problem-solving and finding thoughtful, impactful solutions that resonate with people. 
Later, I pursued a Master's degree in Designer as Entrepreneur at the School of Visual Arts in New York City, which was a pivotal moment in my journey. Moving to a new country was challenging, but it pushed me to step outside my comfort zone. SVA offered me the opportunity to dive deeper into design research, experiment with technology, and gain fresh perspectives from a global network of creatives. Working closely with professors and classmates, I refined my approach to design, blending creativity, strategy, and cultural storytelling to create work that is both innovative and meaningful.

Can you tell us about your journey from studying graphic design in Thailand to co-founding Midnight Project, LLC in New York City? What inspired this transition?

After completing my studies at Chulalongkorn University, I spent six years at Plaimanas Industries Co., Ltd., honing my skills as an Art Director and Senior Graphic Designer. During this time, I worked on branding and storytelling for a wide range of clients, gaining a deeper understanding of how design can shape perceptions and drive engagement. However, I always felt a pull to challenge myself further and explore opportunities beyond Thailand. 
That ambition led me to New York City, where I pursued my master's degree at the School of Visual Arts. Inspired by the city's creative energy and cultural diversity, I co-founded Midnight Project, LLC, a creative studio that merges bold design with meaningful narratives. Midnight Project is more than a business—it's a space for fun, creative, experimental projects and a platform to infuse cultural stories into our work.

Your work emphasizes storytelling in design. Can you share how you integrate narratives into projects like branding or typography?

I start by immersing myself in the project's core identity, exploring its values, history, and the emotions it aims to evoke. This research forms the foundation for the story I want to tell, differentiating it from other brands. In branding, my focus is on translating a brand's mission into something tangible and meaningful. The concept and art direction are key to conveying the deeper meaning behind the brand, and I achieve this by designing each element—logo, color palette, typography, and visuals—as part of a cohesive narrative that captures the audience's perception. Typography plays a similar role. It's not just a tool for readability but an emotional trigger. The choice of typeface, spacing, and structure all work together to evoke emotions and create rhythm, adding another layer to the overall storytelling.

Your creative studio, Midnight Project, focuses on creating visually striking and meaningful designs. What's your process for balancing aesthetic appeal with deeper cultural or social messages?

At Midnight Project, we focus on creating designs that are visually striking while also carrying deeper cultural or social meaning. My process begins with understanding the project's purpose and context, particularly the cultural or social themes we want to address. I then craft a visual language that complements these messages, selecting the right colors, typography, and graphic elements to amplify the intended meaning without overwhelming the design. The goal is to create something that's not only aesthetically appealing but also rich in purpose and resonance, ensuring the visuals effectively communicate the story.

How do you collaborate with clients to ensure their vision aligns with the impactful storytelling you aim to achieve?

Collaboration with clients is essential to aligning their vision with the storytelling I aim to convey. I start by having in-depth conversations to understand their goals, values, and the message they wish to communicate. This helps me shape a design concept that reflects their brand while incorporating deeper narrative elements. Throughout the process, I maintain ongoing communication, sharing ideas and collecting feedback to ensure the final design resonates with both the client's vision and the target audience, blending authenticity with impactful storytelling.

You draw inspiration from the intersection of art and advocacy. Can you elaborate on how these influences shape your design work?

Art provides creativity, while advocacy brings purpose, often driven by social or cultural issues. By combining these influences, I focus on designs that are visually compelling and have a strong, purposeful message. In my work, I ensure that the aesthetics align with the deeper values and causes that the project represents. Whether it's promoting social change, raising awareness, or telling an untold story, my goal is to use design as a platform for advocacy. The result is a design that doesn't just look beautiful but also serves a larger purpose—encouraging dialogue and fostering a deeper connection with the audience.

You describe design as a bridge between ideas and emotions. What are some challenges you face in ensuring your work resonates emotionally while meeting functional needs?

Design, for me, is about balancing function and emotion. It should not only serve its practical purpose but also create a connection that resonates with the audience. I aim to ensure that each design is purposeful, whether it's guiding someone through a user experience or conveying a brand's message. The goal is to make sure the design is intuitive and engaging while evoking the right emotions, making it both effective and memorable. When this balance is achieved, design becomes more than a solution; it becomes an experience.

How do you see the role of graphic design evolving in addressing social issues and amplifying marginalized voices?

Design has always been about more than just making things look good. Lately, it feels like there's this growing awareness about the power of design to tackle social issues and amplify marginalized voices. For me, design is a platform, a tool that can give voice to those who often don't get heard. What's exciting right now is that design is becoming a more inclusive space. More designers are recognizing the need to reflect diverse perspectives and create work that challenges the status quo. By using design as advocacy, we can highlight stories, raise awareness, and inspire empathy. It's about connecting creativity with social impact and ensuring the work we create truly makes a difference.

Lastly, looking ahead, what kinds of projects or collaborations excite you the most, and how do you envision pushing the boundaries of creativity through the Midnight Project?

I'm excited about projects that push the boundaries of what design can achieve, especially in areas where creativity intersects with culture, social impact, and innovation. I'm particularly drawn to collaborations that allow for storytelling in new, immersive ways, whether through interactive design, experiential installations, or cutting-edge digital formats. At Midnight Project, I envision continuing to create designs that spark meaningful conversations and challenge traditional norms. I want to explore how design can be used not just to communicate but to inspire action, change, and reflection. Pushing the boundaries of creativity means always evolving—experimenting with new mediums, collaborating across disciplines, and staying open to ideas that are unconventional or disruptive. I see Midnight Project as a space where these innovative ideas come to life, creating work that is both visually striking and socially relevant.

Artist’s Talk

Al-Tiba9 Interviews is a promotional platform for artists to articulate their vision and engage them with our diverse readership through a published art dialogue. The artists are interviewed by Mohamed Benhadj, the founder & curator of Al-Tiba9, to highlight their artistic careers and introduce them to the international contemporary art scene across our vast network of museums, galleries, art professionals, art dealers, collectors, and art lovers across the globe.