At TWO Design, we're no strangers to unique challenges. But when Aditya Avartan approached us to create their website, we knew we were in for an electrifying ride. Avartan, a cutting-edge startup in India's electric motor manufacturing industry, had spent eight years in stealth mode, perfecting their state-of-the-art Switched Reluctance Motors (SRMs). Now, they were ready to reveal their revolutionary technology to the world. Our mission? To craft a digital presence that would establish Avartan as a significant player in the global market.
THE CHALLENGE
Imagine being handed a piece of technology so advanced that only a handful of companies worldwide can claim to produce it. Now, picture the task of translating that complexity into a website that's not only informative but also engaging for industry leaders and curious minds alike. That's exactly what we faced with Avartan's SRM technology.
Our challenge was threefold:
Introduce Avartan's groundbreaking SRM technology to a global audience
Distil complex technical information into an easily digestible format
Create a visually stunning website within the constraints of existing brand guidelines
“Switched Reluctance Motors (SRMs) offer higher efficiency and reliability compared to traditional electric motors. They’re set to revolutionise industries from automotive to consumer electronics!”
OUR APPROACH
Mastering the Motors: Our Technological Deep Dive
At TWO Design, we pride ourselves on thorough pre-design research. But when it comes to cutting-edge motor technology, let's just say our team embarked on an intensive crash course in engineering that would impress even the most seasoned experts.
We immersed ourselves in the world of Switched Reluctance Motors, determined to understand every rotor and stator. Our goal? To become fluent in SRM-speak so we could effectively communicate Avartan's innovation to the world.
Designing the Future of Mobility
With our newfound knowledge, our team, spearheaded by the inimitable Arjun Rajkishore, created a visual direction that would do justice to Avartan's forward-thinking technology. We presented multiple concepts to the client, ultimately landing on an aesthetic that screamed "welcome to the future of motion."
Our design approach embraced sleek lines, dynamic elements, and a colour palette that balanced professionalism with innovation. Think less "nuts and bolts" and more "helm of a starship" – all while keeping it grounded in the real, tangible advancements of Avartan's technology.
Bringing Motors to Life: The 3D Revolution
Enter Ashwin Thirumurthy, our 3D maestro. Ashwin took on the challenge of creating stunning 3D models and animations of Avartan's motors. These weren't just any animations – we're talking about intricate, component-by-component breakdowns that would make any engineer weak in the knees.
The result? A visual feast that showcases every aspect of Avartan's SRM technology, from the overall structure to the tiniest, most crucial components.
THE SOLUTION
A Website That Hums with Innovation
The final website is a testament to the power of clean design infused with futuristic elements. We utilised subtle neon accents and green gradients to create an atmosphere of innovation without overshadowing the true star—Avartan's technology.
Microinteractions peppered throughout the site add an extra layer of engagement, inviting visitors to explore and interact with the content. And let's not forget those 3D animations – they take centre stage, offering an unprecedented look into the inner workings of Avartan's motors.
Crafting a Compelling Narrative
Content strategy was paramount in this project. We meticulously crafted a narrative that guides visitors through not just the products and their features, but also Avartan's rich history and connection to its parent company, Aditya Auto Pvt. Ltd.
Our approach to content was multi-faceted:
Technical Precision: We worked closely with Avartan's engineering team to ensure all technical information was accurate yet accessible to a broader audience.
Brand Story: We created a compelling narrative about Avartan's journey from an eight-year stealth mode operation to its grand unveiling.
Industry Context: We provided insights into the broader electric motor industry, positioning Avartan as a key innovator in this space.
Visual-Textual Harmony: Our content was carefully crafted to complement the website's visual elements, especially the 3D animations, creating a seamless user experience.
The result is a content flow that is intentional and calculated, revealing Avartan's journey and technology in a way that engages both industry experts and curious newcomers.
BEHIND THE SCENES
When Designers Meet Engineers
Our collaboration with Avartan's engineering team was both challenging and enlightening. Every detail, down to the direction a tiny component moves in our animations, was scrutinised for accuracy. These intense (and admittedly quite nerdy, to our Creative Director’s delight) conversations ensured that our visuals weren't just pretty – they were precise.
Pushing Boundaries, Pixel by Pixel
We built the website on the Framer platform, pushing it to its limits to create a seamless, interactive experience. Our team worked tirelessly to balance technical accuracy with visual appeal, ensuring that every element served both form and function.
The Impact
This digital showcase sets a new benchmark for electric mobility companies' online platforms. Avartan now has a website that genuinely reflects its position at the forefront of SRM technology, reinforcing its place among global industry leaders.
DRIVING FORWARD
For us, this project was more than just a website build — it was a journey into the heart of innovation itself. We came away with a newfound respect for the engineers who work tirelessly on technologies that drive our world forward (pun absolutely intended).
As we watch Avartan rev up for its global debut, we can't help but feel a surge of pride. And who knows? The next time you use a device powered by an SRM, you might just be experiencing a little bit of the magic we helped bring to life.
Stay tuned, world. The future of mobility is here, and it's electrifying.
PRODUCT, WEBSITE UI & UX
Arjun Rajkishore
3D MODelling & Animation
Ashwin Thirumurthy
Research, CopyWriting & Content Writing
Aayushi Mathur
HEAD OF CONTENT
Karanjeet Kaur
CREATIVE DIRECTOR
Vikram Bhalla