My Creative Hero: Paula Scher
Hello! I'm Amina Khan, a BA graphic design (First Class Honours) graduate from Middlesex University Dubai and digital designer at Cheil UAE.
I am a highly skilled graphic designer with experience working for various companies and events, including E3, 24th World Petroleum Congress, iktvaAramco, PETC - Project Execution Technology ConfEx, WEEC, 24th World Energy Congress and more.
I am skilled in video editing, typography, digital marketing, branding, communication, and motion graphics, and have worked closely with marketing teams to conceptualise marketing materials.
I have achieved several notable accomplishments throughout my career. One of these achievements is acquiring the Golden Visa as a distinction student. Another accomplishment is being shortlisted as one of the top 10 candidates in the Dubai Lynx student print competition out of 200 entries from the MENA region.
Additionally, I had the opportunity to work for the 24th World Energy Congress and was responsible for venue branding, digital branding, and print brochures - an unforgettable experience.
If there’s one person who makes me feel like I’ll never look at typography the same way again, it’s Paula Scher. Honestly, she’s like the Beyoncé of the design world—iconic, trailblazing, and just a bit magical. Her ability to make type not only speak but shout, dance, and sing is what first drew me to her work.
Paula's designs walk this perfect line between pop culture and fine art, making everything she touches instantly recognisable.
My First Encounter with Paula (Well, Her Work)
My first “meeting” with Paula Scher happened back in uni at Middlesex, while I was knee-deep in the world of graphic design (and caffeine). I stumbled upon her identity for The Public Theater, and I swear, it was love at first sight. It was loud, unapologetic, and didn’t take itself too seriously—just the kind of design I didn’t know I needed in my life.
From that moment, I realised design wasn’t just about making things pretty. It could provoke, it could challenge, and it could have an attitude. Paula’s work made me rethink everything I knew about typography.
Getting to Know Paula (From Afar)
Now, don’t get me wrong—I haven’t had the pleasure of sitting down with Paula over coffee (yet!), but I’ve gotten to know her through her work, interviews, and binge-watching Netflix’s “Abstract: The Art of Design.” It’s amazing how much you can feel connected to someone just by admiring their creative genius from afar.
Her fearless approach to design is something that sticks with me every time I start a new project.
Why Paula is My Creative Spirit Animal
Why Paula? Well, apart from her being a complete typography wizard, it’s her risk-taking that I find most inspiring. She doesn’t play it safe, and I love that.
For example, her Citibank logo—one of the most famous out there—was literally sketched on a napkin in seconds. SECONDS. But it’s not just speed; it’s about confidence in her vision and knowing when something is right.
That’s the kind of boldness I try to channel in my own work. She’s also redefined what it means to create lasting identities for brands. I mean, the Public Theater identity is over two decades old, and it’s still as fresh as ever. That’s some serious design sorcery.
Influencing My Own Work (No Magic Wands Needed)
Whenever I start a project, I ask myself: “What would Paula do?” Would she play it safe? Definitely not. Her ability to combine functionality with a splash of drama is something I try to bring to every piece of branding I work on. Her work has taught me that design doesn’t have to be sterile—it can have a personality, it can have life.
Whether it’s a logo, a campaign, or a brochure, I’m always looking for ways to inject some of that fearless creativity and human touch that Paula embodies.
The Work I Keep Going Back To (It’s Like Comfort Food, But Make It Design)
Two pieces of Paula’s work that I revisit constantly are her Public Theatre identity and her environmental graphics. Both showcase her uncanny ability to make typography feel like it’s alive—there’s energy, there’s movement, and, most importantly, there’s purpose.
Her map paintings are another favourite—they’re a little more artsy, but they remind me that design doesn’t have to fit neatly in a box. It can (and should) break the rules every now and then.
In short, Paula Scher’s work makes me want to be bolder, braver, and a little more rebellious in my design. She’s been that constant source of inspiration that keeps me pushing the boundaries and striving for work that’s more than just aesthetically pleasing—it’s impactful.
