proper noun / adjective / [lahy-ter]
A collective of light-minded creatives synthesising strategy, storytelling & design in an approach that's lighter, happier & more productive.
Through projects and retainerships, we work with clients in a wide range of industries and across various stages of business. Our specialty is branding, which we believe matters now more than ever. Our team is focused on three key areas — strategy, identity & communication — delivering from concept to execution.
01. ESSENSUAL
The practical and fundamental infused with the sensuality of lived experience. Nothing less, nothing more.
adjective / [uh-sen-shoo-uhl]
02. C+LEAN
Fresh slate, clean house. Turning baggage and buzzwords into streamlined, collaborative action.
adjective / [kleen]
03. FR-AGILE
20/20 vision: adapt or fry. Agility within fragility — tread lightly, swiftly, don’t break anything.
adjective / [fraj-ahyl]
04. 50% DARK
White and black, laughter with tears, stars against the night. Contrast and context is everything.
idiom / [fif-tee per-sent dah-rk]
05. TIMES NEW ROMANTIC
idiom / [tahymz nyoo roh-man-tik]
Aesthetics are eternal, Aristotle made it so — yet every age is marked by an artistic movement. Digital disillusion (but not despair) drives us toward what the world needs now: love, sweet love.
06. GRRRATTITUDE
Empathy with a pinch of salt. A work culture and client-agency dynamic that practices deep breathing, humility and honesty.
noun / [guh-rat-i-tyood]
SUNITI RAO
FOUNDER
📍 Bangalore
Suniti’s enthusiasm for creative industries and sustainability has underscored her every academic and professional pursuit. Highlights include graduating from the Fashion Institute of Technology (New York) with internships at the Houses of Zac Posen, Rag & Bone and Launch Collective, followed by product development experience at wholesale footwear firm, Olivia Miller.
Prior to co-founding Lighter, she held the position of Brand Director at Border&Fall, where she worked for seven years to build its digital publication and branding agency from the ground up.
Most memorable project?
Working with my (not so) little sister on Hidden Kingdom, a book on plant species of India’s Western Ghats with botanical illustrations and text in verse — a dream made possible by National Geographic!
What makes you lighter?
Perfect playlists, Muay Thai, pipe dreams, equal opportunity
NANDINI RAO
FOUNDER
📍 Paris
Nandini’s love for storytelling dates back to writing plays as a kid and getting her siblings (co-founder included) to act in them. She’s since studied acting at The Oxford School of Drama, as well as earned a Master’s degree in English from The University of Nottingham. In 2021, she was declared the winner of the CannesFilms Unlimited residency program, organised by The Black List, Vivendi, Canal+ and the Université Côte d’Azur with the aim of nurturing the next generation of screenwriters.
Plans for the future?
Growing Lighter Studio, our fledgling unit of storytellers developing original content for screens big and small.
What makes you lighter?
Music! The right chord, rhythm, piece of sheet music can work its magic on me like a force of anti-gravity.
NIDHI PATEL
DIGITAL HEAD
📍 Mumbai
Nidhi has double degrees in the Arts and Law, but cites her athletic background as most instrumental to her disciplined, organised and committed work ethic. Having organically grown a successful Instagram handle dedicated to sports, her focus now lies in creating smart digital strategies for brands.
Digital gamechanger?
The power of the internet is such that one reel can change the course of your brand, or even your life. The way you share, repost and engage your audience can make your page and business boom. Take digital content creator Khaby for instance: one video took him from rags to riches!
What makes you lighter?
Sports. It's the ultimate stress buster and can lift your spirits in seconds.
NIKET KUMAR
DESIGN HEAD
📍 Bangalore
Niket believes in combining studied practice with spontaneous action, and is always ready for a challenge. While completing a B.Des in Multimedia Design at Raffles Millennium International, he was bitten by a strange bug called Motion Graphics, and has since been obsessed with exploring its ever-changing landscape. There’s no going back — this competitive ex-professional esports player forever seeks to expand his expertise in the dynamic field of design.
Design principle?
I see design as essentially problem-solving, so being a keen observer of details and quick absorber of information, whilst remaining open to feedback, would be my key philosophy.
What makes you lighter?
Alluring fonts, symmetrical forms, negative space, and the effortless charm of minimalism. I also enjoy competitive online gaming. It keeps me in a zen state of mind.