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Sushant Ajnikar, who draws inspiration from the vivid display of India’s art and colours, a designer in his office, but a parent to homeless little pups on the road, a caring husband to a worried wife, and a rider on the road enjoying the journey, the beauty that is riding. He rides to connect to the reality and more to meet his four-legged friends on the road, who are forgotten and ignored. Hop on to enjoy the ride further!

The design is an amalgamation of myriad things born out of the million thoughts crammed in our gray cells, where inspiration takes form in different shapes and colours. You feed your brain with all kinds of stimuli and when you sit down to churn out something, you never know what may actually trigger a thought. Riding gives me every stimulus I may ever need and hones my creativity. And that’s just one thing.

1. Riding Teaches To Be Disciplined

Both on and off the road. Discipline doesn’t curb creativity but it makes sure that what you intend to do, actually sees fruition. Learn to have discipline in doing my research. Discipline in following a plan and going about it or atleast try to.

2. To Be Brave

Be brave enough to ditch routine, and take on a new route. Try something new. Learn something different.

3. To Be Flexible

I cannot ride with the assumption that my life’s going to be sorted with all the facilities I want. I have to be flexible enough to adjust to any kind of adversity or scenario or surprises. Bingo for design (a designer). Flexibility is creativity’s best friend and a creative person should always be ready to adapt.

4. To Get Hands Dirty and Be Humble

I cannot do 16,000 km without getting some elbow grease, without sitting in the mud on a hot summer’s day, drinking water from a tap. Similarly, I will never succeed as a designer if I don’t do the groundwork. I need to start at the bottom, to get to the very top. No shortcuts here.

5. To Accept Fears

I am human and being scared of the unknown is only natural. But I need to accept it so that I can resolve it. In design, if something is challenging enough to scare me, I should be able to address it, instead of sitting on it, pretending to be cool and making unnecessary mistakes, as no one likes a smartass who knows nothing.

6. Makes You A Keen Observer

I observe everything. I now notice things that I wouldn’t have earlier and there is such joy in observing. The more I observe, the better I am able to sketch my memories out, the more I am able to adapt them to the design, if at all.

7. Teaches To Embrace Failure

When you are on the road, you may have these goals that you set out to achieve. However, you may not see its fulfillment, and the reasons cannot be controlled. And that’s completely okay. The best part of failure is that you get a second chance to do it all over again. You know what to expect then, what to do or not do. The same applies to design rejection and failure is as much a part of this industry as glory is. I need to be able to accept, learn and move on. You almost always end up doing better.

8. Riding Teaches To Keep it Simple

Don’t complicate stuff. Ask any self-respecting designer what they think is the best design and simple will almost always being one of the words that will crop up. Simple isn’t boring, simple can be adventurous, simple can be fancy, simple can be exciting, simple can be anything, it’s just how simply you are able to convey or do what you want to do

Published in Issue 33

We all face it! But everyone has their own unique way to come out of it, in this issue we try to explore different ideas of handling the ‘Creative Burnout’. The most common of all was #travelling, through everyone do it in their own unique style. Like Luke Ritchie from South Africa finds the nature and mountains as the best source of inspiration while Sushant Ajnikar says riding his bike and meeting four-legged loyal friends, dogs, on the way is the best way to learn. So, pack your bags and don’t forget to subscribe your copy before you leave!


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Designer, Sushant Ajnikar has had the best of both worlds; he has a technical know-how of the design and due to his vast experience, he has picked up artistic skills. Using these to his advantage he has successfully carved out a versatile line of work. Sushant emphases on being committed to whatever he chooses to do.

Pledge to the passion.

Sushant has mastered the ability to shuttle between being the designer, technical developer and even the project manager; this has come about from his long list of experience both in college as well as the workplace. His job doesn’t cease to exist once away from his desk, but only begins once he mounts his bike or relaxes with his dogs. Sushant believes, riding and his love for dogs make him a better designer purely because of the commitment to the cause.

Sushant says, he rides because he wants to, he has 3 dogs because he wanted them in his life and, as he wants these things, he can only think of doing these better. He just rides more and more to become an experienced rider; he will always manage to take out time for his dogs. He chooses to be a designer because he wanted to be one and he is as passionate about it as he is about anything else that he chooses to do. He believes he is the biggest motivation for himself.

In the Client’s Shoes.

A whiskey drinker put down his glass to picked up the beer mug when his job called for it, the rider in him restarted the journey on an Enfield and now understanding furniture to make people’s home beautiful, Sushant has literally walked a mile in the shoes of his clients. He emphasize that understanding the subject is most important while designing especially when you have the chance to design for unique products.

The Process Makes a Difference.

Sushant is like most designers who concern themselves with the user experience and aiming towards a balanced user-client- designer relationship. His process of delivering a design begins with an in-depth conversation with the client where he understands the brand and its needs/wants. This is followed by flow charts and data depiction which is approved by the client and then is sugar coated to made aesthetically pleasing. It is important to note that in his process the drawing board comes after all the technicalities are sorted which makes Sushant’s process very unique.

Working with the Team.

There are designers who don’t ask questions, who work in the silo, who think they don’t have a say in the copy or the technological application of their design, and worse of all, aren’t interested in that bit. As design makes everything look better and if a designer doesn’t participate and work ‘with’ the team, and think that design is exclusive of everything, then there’s an attitude that needs immediate change. Sushant works very closely with his technology team as he always wants the best UI/UX possible. He wants the user to be able to experience whatever idea he has in his mind, and he believes only he can communicate clearly to his tech team. He also correctes copy and give feedbacks. If a designer has been working on a brand for long, he or she should point out if a line of copy is wrong in their, or atleast, initiate a discussion.

Build Stronger Insight.

Though insights do not come through or doesn’t get articulated in a compelling manner but riding really does help Sushant in his design as different landscapes, colours, cultures and their art forms get imprinted onto his brain during the ride and later when he is on his desk, all of these show up in various forms and ideas. Moreover, riding for Sushant isn’t just a means to break away as it also teaches him discipline, trains him to focus and also builds his self-confidence in taking risks and approaching completely new challenges in totally strange circumstances. For him, drawing a parallel between the rider and the designer gives great insights, a parallel where the rider fades away and the designer begins.

Tune into Learning.

Sushant starts his day with a browsing session mainly on his favorite platform: Pinterest; this has opened up his mind to various trends in the industry and hence developed his style. Learning and unlearning is part of his design process, something that tends to block his creativity at times. Ditching technology, riding his beloved bike and indulging in the simplicity of his dog’s behaviour is his mantra to avoid the dreaded block.



History can be revived best through new means. Saumin Patel displays how the legend can be retold and re-lived through a fresh perspective in the form of animation. This high-quality animation with Indian styles, also discusses and highlight few events of the history which were not possible to include in the film.

Presentation Impacts Storytelling.

Any story is a series of moments and action-reaction; it’s a series of emotional waves. If paid attention to and done appropriately, a representation can strongly elevate a story to the next level by adding rhythm to its narration. This was such an opportunity to create a superhero out of Bajirao, using a hyper-stylised yet highly Indian take.

An Apt Portrayal Amplifies Emotions.

Once the core intentions were identified, elements like costumes, compositions and colours were used to unfold the story as an emotional rollercoaster to the audience. Understanding the requirement of a scene helped compose and showcase images that synchronised with that particular moment.

An Authentic Interpretation Produces A Holistic Effect.

The overall effort created a unique version of the film’s visual spectacle, containing aspects the film didn’t discuss. It is a compact piece of communication with a very specific purpose, while keeping the videos engaging in terms of art, music and overall production quality.

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