Articulating technology and innovation through visuals

VEHICLE LIVERY | GRAPHIC DESIGN | AUTO EXHIBITION

Livery Design for Tata Motors Limited is a leading global automobile manufacturer with a portfolio that covers a wide range of cars, sports vehicles, buses, trucks and defence vehicles.

The brief for livery design projects often varied in their requirements. Some helped to enhance the visual aesthetics as a way to offer variety and customization to customers. Others like liveries for auto exhibitions served a completely different purpose, their primary aim was to grab attention and lay emphasis on the new technologies and features being showcased.

CLIENT: Tata Motors Limited, Pune, India
(Tata Elxsi Limited)

YEAR: 2013, 2015

MY ROLE:  Project management, Concept Generation, Project pitch, Design, Artworking and Execution support

TOOLS: Adobe Illustrator, Photoshop, MS Excel

LIVERY DESIGN PROCESS

Design Brief

Following is the case study of the livery design for Tata IRIS, an electric car being launched at Auto Expo 2014, Delhi. The brief for this vehicle was, 'Tata Iris represents cleaner and greener technologies. It depicts Tata’s effort to bring in latest technologies on Indian roads and make mobility more efficient. The vehicle livery should represent a new language of high efficiency and modern greenness and should stay away from the leaves and grass.'

Secondary Research

Benchmarking ongoing livery trends in similar design and technology sectors helped in understanding the domain better.

Ideation

Inspiration and ideation based on research analysis and inputs from the client. We were looking for something like a blast of energy to connote electric power.

Design Development

Some of the design options developed for concepts depicting the green and clean electric energy concept of the car.

Design Detailing

Design refinement, detailing and art working as per print pre-requisites and vendor specifications.

Design Extension

Interior detailing and other design refinements. We adapted the design to meet the interior fabrication requirements.

Design Execution

Extended Services and support - Vendor selection, material and quality control, printing and execution

Design Application

Livery designs developed for other Tata vehicles launched in various events.