ARISTA
ARISTA
ARISTA
Co-Founded & Designed
a Luxury Mobility Experience
Co-Founded & Designed
a Luxury Mobility Experience
Co-Founded & Designed
a Luxury Mobility Experience
Arista is a luxury chauffeur-driven mobility brand. I joined at the co-founding stage, where my role spanned market research, service strategy, UX thinking, brand design, and digital execution. My focus was to help Arista stand out in a crowded luxury mobility market and present itself as a credible, partnership-ready brand from day one.
Arista is a luxury chauffeur-driven mobility brand. I joined at the co-founding stage, where my role spanned market research, service strategy, UX thinking, brand design, and digital execution. My focus was to help Arista stand out in a crowded luxury mobility market and present itself as a credible, partnership-ready brand from day one.
PROCESS
PROCESS
PROCESS
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THE BLANK
CANVAS
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THE BLANK CANVAS
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STRATEGIC FOUNDATION
STRATEGIC FOUNDATION
STRATEGIC FOUNDATION
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BRAND
CONCEPT
BRAND
CONCEPT
BRAND CONCEPT
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VISUAL
LANGUAGE
VISUAL
LANGUAGE
VISUAL LANGUAGE
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DESIGN & DEVELOPMENT
DESIGN & DEVELOPMENT
DESIGN & DEVELOPMENT
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OPERATIONAL IMMERSION
OPERATIONAL IMMERSION
OPERATIONAL IMMERSION
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Blank Canvas
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FROM
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Strategic Foundation
Strategic Foundation
Strategic Foundation
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Market & Competitor Research
Market & Competitor Research
Market & Competitor Research
Before designing anything, I needed to understand what the market was really offering and more importantly, what it was failing to deliver.
Before designing anything, I needed to understand what the market was really offering and more importantly, what it was failing to deliver.
Before designing anything, I needed to understand what the market was really offering and more importantly, what it was failing to deliver.
Mapped the competitive landscape across two layers: online research to understand positioning and digital presence, and On-field research to see how the experience actually held up in reality. The gap between the two became Arista's foundation.
Mapped the competitive landscape across two layers: online research to understand positioning and digital presence, and On-field research to see how the experience actually held up in reality. The gap between the two became Arista's foundation.
Digital audit
Digital audit
Blacklane training program
Blacklane training program
Close Observation
Close Observation
Local player mapping
Local player mapping
Local player mapping
Pricing analysis
Pricing analysis
Fleet observation (in person)
01.1
01.1
01.1
HOW I RESEARCHED
HOW I RESEARCHED
HOW I RESEARCHED
Initial Research
Initial Research
Initial Research
Mapped all local players and big brands. Studied their USPs, digital presence, and how they placed themselves in the market.
Mapped all local players and big brands. Studied their USPs, digital presence, and how they placed themselves in the market.
Deep Research (On-Field)
Deep Research (On-Field)
Deep Research (On-Field)
Went in person. Observed fleets, understood real pricing, experienced the service as a customer would. Not everyone had a website. That alone was telling.
Went in person. Observed fleets, understood real pricing, experienced the service as a customer would. Not everyone had a website. That alone was telling.
"I ran what I called Undercover Operations, booking rides, visiting garages, observing fleet conditions firsthand, to gather strategic information from the inside out."
"I ran what I called Undercover Operations, booking rides, visiting garages, observing fleet conditions firsthand, to gather strategic information from the inside out."
"I ran what I called Undercover Operations, booking rides, visiting garages, observing fleet conditions firsthand, to gather strategic information from the inside out."
Operational Immersion
Operational Immersion
Operational Immersion
I attended Blacklane's chauffeur training program not as a designer, but as a student of the operation. I wanted to understand how the best in the business train their people, what they consider non-negotiable, and where they leave room for something better.
These insights directly shaped Arista's service narrative, UX messaging, and positioning.
I attended Blacklane's chauffeur training program not as a designer, but as a student of the operation. I wanted to understand how the best in the business train their people, what they consider non-negotiable, and where they leave room for something better.
These insights directly shaped Arista's service narrative, UX messaging, and positioning.
01.2
01.2
01.2
THE LANDSCAPE
THE LANDSCAPE
THE LANDSCAPE
Who is What?
Who is What?
Bangalore's luxury mobility market has two distinct layers: local operators running small fleets with little to no digital presence, and bigger names leveraging brand recognition without necessarily owning the assets they're selling.
Bangalore's luxury mobility market has two distinct layers: local operators running small fleets with little to no digital presence, and bigger names leveraging brand recognition without necessarily owning the assets they're selling.
01.3
01.3
01.3
WHAT I FOUND
WHAT I FOUND
WHAT I FOUND
A pattern emerged
A pattern emerged
Across every tier of competitor, local operators, national brands, and global platforms, the same problems kept surfacing. The issue wasn't the cars. It was everything else.
Across every tier of competitor, local operators, national brands, and global platforms, the same problems kept surfacing. The issue wasn't the cars. It was everything else.
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The Fleet Illusion
The Fleet Illusion
The Fleet Illusion
Most listings for chauffeur-driven luxury cars don't own their fleet. They partner with third-party vendors, including some bigger names. The "luxury" label is applied to borrowed assets with no quality control.
Most listings for chauffeur-driven luxury cars don't own their fleet. They partner with third-party vendors, including some bigger names. The "luxury" label is applied to borrowed assets with no quality control.
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The Avis Observation
The Avis Observation
The Avis Observation
Avis operates 30+ luxury cars in Bangalore. Almost all carry visible scratches and swirl marks caused by a single dirty microfiber cloth in circular motion. They have a proper cleaning crew. They simply don't use them correctly.
Avis operates 30+ luxury cars in Bangalore. Almost all carry visible scratches and swirl marks caused by a single dirty microfiber cloth in circular motion. They have a proper cleaning crew. They simply don't use them correctly.
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Fake Listings
Fake Listings
Fake Listings
RTT regulates luxury car pricing, but this created a loophole. Operators list a Mercedes to appear premium, then send a different car. The promise and the delivery are two entirely different things.
RTT regulates luxury car pricing, but this created a loophole. Operators list a Mercedes to appear premium, then send a different car. The promise and the delivery are two entirely different things.
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Running Like Regular Cabs
Running Like Regular Cabs
Running Like Regular Cabs
Many luxury operators operate in the same way as standard ride-hailing, same driver behaviour and same operations. A mineral water bottle is the only premium gesture that is also in a plastic bottle. No training. No discretion. No consistency.
Many luxury operators operate in the same way as standard ride-hailing, same driver behaviour and same operations. A mineral water bottle is the only premium gesture that is also in a plastic bottle. No training. No discretion. No consistency.
"The real research wasn't in Google or GPT. It was in showing up and paying attention to what everyone else was doing, how, and the results they got."
"The real research wasn't in Google or GPT. It was in showing up and paying attention to what everyone else was doing, how, and the results they got."
"The real research wasn't in Google or GPT. It was in showing up and paying attention to what everyone else was doing, how, and the results they got."
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Brand Concept
Brand Concept
Brand Concept
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THE GAP TO ARISTA
THE GAP TO ARISTA
THE GAP TO ARISTA
Every gap I found in the competitive landscape translated directly into a positioning decision, a design choice, or a content decision for Arista.
Every gap I found in the competitive landscape translated directly into a positioning decision, a design choice, or a content decision for Arista.
Gaps Found
Gaps Found
Gaps Found
Fleet quality ignored, cars arrive scratched, poorly maintained.
Fleet quality ignored, cars arrive scratched, poorly maintained.
Chauffeurs - no professionalism, no sense of hospitality, just driving.
Chauffeurs - no professionalism, no sense of hospitality, just driving.
Vendor-based fleets led to inconsistent quality and no clear responsibility.
Vendor-based fleets led to inconsistent quality and no clear responsibility.
The promise of luxury rarely matched the experience.
The promise of luxury rarely matched the experience.
No brand voice - generic, transactional like regular uber/ola.
No brand voice - generic, transactional like regular uber/ola.
Arista's Response
Arista's Response
Arista's Response
Impeccably maintained cars prepared before every ride.
Impeccably maintained cars prepared before every ride.
Chauffeurs trained in etiquette, timing, and guest experience, not just driving.
Chauffeurs trained in etiquette, timing, and guest experience, not just driving.
Every journey is personally managed with clear accountability. No blind outsourcing.
Every journey is personally managed with clear accountability. No blind outsourcing.
Standardized service designed for consistency across every ride.
Standardized service designed for consistency across every ride.
A concierge-led approach focused on care, not just completion
A concierge-led approach focused on care, not just completion
From booking a ride → to being taken care of.
From booking a ride → to being taken care of.
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VISUAL LANGUAGE
VISUAL LANGUAGE
VISUAL LANGUAGE
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TYPOGRAPHY & COLORS
TYPOGRAPHY & COLORS
TYPOGRAPHY & COLORS
LOGO
LOGO
LOGO
PRINTABLES
PRINTABLES
PRINTABLES
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DESIGN & DEVELOPMENT
DESIGN & DEVELOPMENT
DESIGN & DEVELOPMENT
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CARD SORTING
CARD SORTING
CARD SORTING
WIREFRAMES
WIREFRAMES
WIREFRAMES
DESIGN
DESIGN
DESIGN
OBJECTIVE
OBJECTIVE
OBJECTIVE
Build a website that could:
Clearly communicate Arista’s value within seconds.
Support founder pitches to hotels and event planners.
Establish instant credibility.
Build a website that could:
Clearly communicate Arista’s value within seconds.
Support founder pitches to hotels and event planners.
Establish instant credibility.
DEFINING ARISTA'S USP
DEFINING ARISTA'S USP
DEFINING ARISTA'S USP
Based on research and operational learnings, Arista’s differentiation focused on:
Professional chauffeur experience
Reliability as a core service promise
Premium service, not just premium vehicles
Design and content were used as tools to communicate trust and professionalism.
Based on research and operational learnings, Arista’s differentiation focused on:
Professional chauffeur experience
Reliability as a core service promise
Premium service, not just premium vehicles
Design and content were used as tools to communicate trust and professionalism.
BUSINESS IMPACT
BUSINESS IMPACT
BUSINESS IMPACT
The complete brand and online presence directly supported business growth.
The website, social presence, and professional visuals enabled the founder to pitch confidently
Helped secure partnerships with 5-star hotels and event planners
Positioned Arista as a credible, premium brand despite being new
Design directly contributed to real-world business outcomes.
The complete brand and online presence directly supported business growth.
The website, social presence, and professional visuals enabled the founder to pitch confidently
Helped secure partnerships with 5-star hotels and event planners
Positioned Arista as a credible, premium brand despite being new
Design directly contributed to real-world business outcomes.
CHALLENGES
CHALLENGES
CHALLENGES
Designing while the business model was still evolving
Balancing speed with long-term scalability
Wearing multiple hats across strategy, research, and execution
These constraints shaped a system-first, pragmatic approach.
Designing while the business model was still evolving
Balancing speed with long-term scalability
Wearing multiple hats across strategy, research, and execution
These constraints shaped a system-first, pragmatic approach.
LEARNINGS & REFLECTION
LEARNINGS & REFLECTION
LEARNINGS & REFLECTION
Arista showed me something crucial: design is 5% pixels and 95% strategy.
This project taught me how to:
Design in ambiguity
Use research to inform positioning and UX
Think beyond interfaces to build business-ready design systems
Arista reinforced my belief that strong design is as much about strategy and understanding operations as it is about visuals.
Arista showed me something crucial: design is 5% pixels and 95% strategy.
This project taught me how to:
Design in ambiguity
Use research to inform positioning and UX
Think beyond interfaces to build business-ready design systems
Arista reinforced my belief that strong design is as much about strategy and understanding operations as it is about visuals.
NEXT CASE STUDY
NEXT CASE STUDY
NEXT CASE STUDY
GET
IN TOUCH
design.vivek19@gmail.com
Linked In
VIVEK .
. 2026
GET
IN TOUCH
design.vivek19@gmail.com
Linked In
VIVEK .
. 2026
GET
IN TOUCH
design.vivek19@gmail.com
Linked In
VIVEK .
. 2026