Art director Asel Tambay has always been driven by language-based design. With influences ranging from large-scale installations by Jenny Holzer to a bumper sticker design by Lawrence Weiner, she is inspired by the impact that words can have on people. Before graduating with a BA in Graphic Communication Design from Central Saint Martins Asel knew that she wanted to work for a design studio that focuses on contemporary culture. Securing an internship at the Zak Group upon graduation, she has worked her way up to an art director, working on projects for Fact Magazine, TATE, Museum für Moderne Kunst, Serpentine Galleries, Gagosian and more. Having also worked in a type foundry in Copenhagen and with a background in assisting artists, here, Asel talks about the different ways to learn your craft, learning from a variety of experiences and the importance of being proactive.