As a design-led company that works to create great experiences, Ather has spent a considerable amount of time defining the brand and the design philosophy and ensure a seamless and delightful user journey. Be it through films, social media, events, the forum, open house interactions, the user experience on products, packaging, sound design etc. The student’s role was to identify what role these events could play for both Ather and its prospective customers to create a consistent experience wherever the event was hosted. A lot of time was spent understanding the brand and its ideals. It was crucial since the events were the primary interaction the brand had with its community in person, besides the experience centre. The visual system of all three events needed to fit into the event’s structure and experience itself.
Keywords: branding, event, identity, symbols, user experience