Ishita Sharma is a Melbourne-based graphic and UX designer whose practice explores authenticity, imitation, and the shifting role of authorship in contemporary visual culture. Working across branding, publication design, and speculative identities, she often uses humour and cultural observation to reinterpret familiar design systems in unexpected ways.

Her graduate project, The South End, is a satirical outdoor-lifestyle brand that playfully redefines “performance wear” for the deeply relaxed. Through posters, packaging, a catalogue, swing tags, and a tri-fold brochure, the project subverts the aesthetics of global outdoor brands to explore the idea of copying as a generative act. Blending human-led design with AI-assisted image making, Ishita examines how authenticity is constructed and how easily it can be imitated.

Her work is driven by curiosity, experimentation, and a desire to tell stories through visual systems whether through branding, interfaces, or conceptual design outcomes.