Date
2019 - 2021

Client
Ather Energy

Domain
Creative Direction // Art Direction // Project Management // Photography

Design Team
Samvidh Ramanathan
Krishnanunni Warrier

Production Team
Tonic, Mumbai
FormCo, Bengaluru

For a nationwide launch, Ather Energy had to take the next step in brand design by making photography and stills the mainstay for showcasing the brand, product & consumer personality. The project is a two year culmination where I led a series of workshops, a resulting strategy and a creative direction guideline for various production teams. Below are a few images to showcase the result. These images would subsequently be used across hoardings, print ads, the website & social media.

For a product & brand that was changing the landscape of mobility through its technology, service & performance, there was a necessity for the same to reflect across the imagery as well.

Not only would the imagery have to be in sync with each other, but there was a sense of distinctness and desire that had to be created through every image that the brand uses. Alongside this, the same result would have to be communicated to every production house, photographer & filmmaker the brand would collaborate with in the future to maintain the consistency.