As Art Director for DEFY by boat, a subsidiary brand under the popular Indian audio giant, I had the privilege of shaping the design language for this exciting new venture. My role went beyond just aesthetics; it was about establishing a visual identity that resonated with DEFY’s target audience and set the stage for future creative success.

One of my key tasks was crafting a cohesive design language that would guide the in-house graphic design team. This involved establishing a distinct visual style, colour palette, and typography that embodied the brand’s core values – boldness, innovation, and a youthful spirit.

Motion graphics played a central role in bringing DEFY to life. Working with 3D renders of their products, I spearheaded the creation of captivating animations that showcased the sleek design and cutting-edge features of DEFY audio devices. These animations not only served as powerful marketing tools but also helped establish a dynamic and immersive brand experience.

Beyond the digital realm, I delved into the world of merchandise design, crafting a stylish and functional line of DEFY-branded products. This allowed fans to express their love for the brand and fostered a sense of community.

The culmination of these efforts was the successful launch of DEFY’s first product line across India. Leveraging Instagram’s social media shop functionality, we created a seamless purchasing experience that generated a fantastic response. Seeing DEFY products resonate with customers was a truly rewarding experience.