Syed Inayat and the Practice of Asking
- AICREATIVV
- May 4
- 4 min read
Hi, welcome to AICREATIVV! Syed Inayat recommends this song, do consider having a listen as you read this entry.
Finding His Way In
When Syed Inayat joined AICREATIVV as a creative intern, he didn’t come in trying to prove anything. All he wanted to do was to learn, to understand, and to figure things out as he went. Drawn in by the agency’s past work, particularly projects like XEDC and UsinWise, he found himself inspired by the way ideas were translated into something visual, something tangible. The rugged typography, the bold concepts, the way animations came to life — it made him think, “I want to do that too.”
That curiosity became the starting point of his journey. Not a clear path, but a willingness to explore.
Starting Without Knowing
His first day felt like a mix of everything at once — anxious, curious, excited. There was a strong awareness that there was so much to learn, and that everyone around him seemed more experienced, more certain. But rather than holding him back, that feeling became part of the process. He focused on getting along with the team, observing how things worked, and slowly finding his place within it.\
Now, that initial uncertainty has shifted into something he describes as “fun stress.” The kind of stress that comes from doing the work, figuring things out, and enjoying the process along the way. Even something as simple as learning Photoshop for the first time has become part of that experience — not something intimidating, but something he actively leans into.
Learning by Asking
For Inayat, learning doesn’t come from staying quiet.
It comes from asking.
Day-to-day, his approach is straightforward — complete the tasks given, and whenever something doesn’t make sense, ask. Whether it’s his supervisor, Lead Creative Designer Iman Shamsuddin or anyone else in the creative team, he doesn’t hesitate to seek clarity. And it doesn’t stop at assigned work. Even when questions are unrelated to the task at hand, he still asks, driven by a need to understand the bigger picture behind design decisions.
This openness shapes how he approaches his work. By keeping an open mind and setting aside personal bias, he allows himself to absorb new ways of thinking, especially when working on things he has never done before. It’s less about getting things right immediately, and more about understanding how things work.
Seeing What Was Always There
One of the biggest shifts for him came from realising how much meaning exists in the smallest details. Before joining, he wouldn’t have thought twice about why a brand looked the way it did. But through his experience here, he began to notice how even the slightest element, like the curve of a letter in Coca-Cola’s logo — carries intention.
That realisation extended to AICREATIVV’s own identity too. Details like the star and the finger in the logo, things that might seem subtle at first glance, began to hold meaning once he understood the reasoning behind them.
It was a moment of perspective. Design wasn’t just about making things look good. It was about understanding why they are the way they are.
When It Started to Click
There wasn’t one big turning point, but one moment stood out.
Sitting in the “dino” room, listening to Imamull Qhaeer explain the thinking behind logos and design choices, with Amal Osmera adding context to the conversation, something finally clicked. What once felt random began to make sense. Every design, every project, every decision carried intention, all shaped by a single thought, story, and purpose.
It was one of those moments where everything suddenly connects, and what once felt complicated starts to feel clear.
Learning Through the Challenge
Of course, clarity didn’t come without difficulty. One of the most challenging tasks he’s currently working on is AICREATIVV's collection of case studies, the portfolio. Not because of the work itself, but because of the gap between what he envisions and what he can execute.
Finding the right mockups, structuring layouts, organising ideas, all of it requires trial and error. At first, it felt overwhelming. But through constant questioning, he would ask himself, “How do I make this better?” Things slowly began to fall into place. Even hearing that his supervisor faced similar struggles with mockups made the process feel more at ease.
Thinking Differently
Since joining the creative team, his way of thinking has shifted.
At the beginning, everything felt complicated. He would overthink, trying to process every detail before even starting. But over time, that thinking became simpler. Not because the work became easier, but because he began to understand how to approach it.
There’s still a strong attention to detail, but now it’s paired with a growing sense of clarity; knowing when to refine, and when to keep things simple.
Beyond Just Design
For Inayat, design is not just about visuals. It connects back to something he’s grown up around — businesses, entrepreneurs, and the way they operate. Through this experience, he’s started to see how design and branding can directly impact how a business is understood.
He noticed that many businesses treat marketing as something surface-level — following trends, posting content, but not clearly communicating what they actually stand for. That observation shaped how he now thinks about design. It’s not just about aesthetics, but about helping businesses express themselves clearly and meaningfully.
Still Figuring It Out
If there’s one thing he’s comfortable with now, it’s not having everything figured out.
When he struggles, he asks. And if he still doesn’t understand, he asks again. That process, repetitive as it may seem, is what helps him move forward.
If he could speak to his first-day self, his advice wouldn’t be complicated. Maybe something as simple as wearing more comfortable clothes. Or just being himself. Or asking more questions without hesitation.
Because at the end of the day, his approach is simple; live through the experience, and figure things out along the way.
Favourite Moments Along the Way
And like the others, some of the most memorable parts of his internship happen outside the desk.
Joining activities like the dance class with XENT Studios, travelling for shoots in Tutong, being part of projects like Potato Habit and T4, or even just stepping out of the office environment — these moments gave him a different kind of freedom. A space to experience the work beyond structure, and to enjoy the process in a way that feels less confined.
Because sometimes, learning doesn’t just happen in front of a screen.
Sometimes, it happens out there.
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