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WE ARE AURA
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surrounding
“Aura meaning
and environment, originates from our vision of shaking up the fashion industry, to pioneer transparency. Less is more. We question what is needed to survive, portraying the apocalyptic future that is upon us if we do not change”.
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01. Introduction. 05. Brand Values. 12. J Personality. 20. Visual Guidelines. 23. Brand Marks. 23. Logo. 35. Colour Palette. 45. Typography. 50. Photographic Style. 56. Email 73. Campaigns. 61. Our Voice.
Our Brand Values
We advertise a better future and focus on dramatic change through the use of technology portraying the apocalyptic world that awaits Gen Z if we do not take sustainability seriously.
Each of these quality’s come from our core out look of Aura. Our values when combined create our DNA and help us strive for excellence. Our Brand Values
04.
Sustainable
A
Transparent
Timeless Dynamic 05.
the intersection of fashion and technology, connecting
06. Our Brand Values
Innovation
We continue to develop the practical Implementation of our fabrics, fastenings and designs to archive cultural and Physically durable garments. This Development appears at
07.
Less is more. Especially when it comes to our planet. We strive to be 100% sustainable. From off cuts to retired garments we recycle every piece. In collaboration with recycling company circular fashion.
08. Our Brand Values
Sustainability
“Letsenabletheproductsoftoday Become Resourcesoftomorrow”
09.
We aim for 100% transparency between customers, manufacturers, workers and Aura as a brand. We show the journey our garments have undertaken to reach the customer and the good they have done along the way and will continue to do for many years to come.
Transparency 10. Our Brand Values
11.
Our Personality
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12. Personality
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13.
Personality
Dynamic but in control
13. Personality
Futuristic but
In the present
Personality
14.
Dramatic and Atmospheric
Personality
15.
Comprehensive Within culture
16. Personality
17.
Personality Fun but not Funny
Strong and Monumental
Personality
18.
19.
modern
minimalist with a
of colour that draws collections together. We aim to create a sleek
clean line brand with
earthy aesthetic.
Visual Identity
Auras
but
hint
and
and
Visual identity
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20.
21.
Visual identity
22. identity
Visual identity
Brand marks Language
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Brand marks & language
marks & Language
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23.
Recognizability is key with our logo. We have formulated three ways our logo is best displayed. Brand marks & language Aura
Brand Logo
24. Brand marks & language
brand expression Aura A Physical display of each logo.
Aura
Simple Logo
Our logo will sit in the centre of any advertisement or collection features.
The logo takes up 40% of the vertical area.
25. Brand marks & language
1 2 3 4 5 6 7 8 9
Full name Logo
The more simplistic version of the logo is usually used at brand sign off placing the logo neatly in the top right hand corner of the image to compliment the photo.
26. Brand marks & language
Aura
1 2 3 4 5 6 7 8 9
27. Brand marks & language Aura
28. Brand marks & language Aura
29. Brand
marks & language Extended Original Logo The extended Original logo may be used in Magazine Editorials and social Media ads alone.
30. Brand
language
marks &
Logo Extended dont’s
Do not rotate
Stick to brand colours.
Must always be in the centre of the image.
Full name logo must always be in the top right hand corner.
31. Brand marks & language
Extended log os must not be over the models face.
Do not make the extended logo thicker vertically.
Do not rotate the extended logo.
Do not extend the logo further than suggested.
a a a
Do not rotate, change the width or length of the A.
32. Brand marks & language
Colour palette
33. Colour
palette
34.
Colour
Our colour palette is key to our brand identity. It include earthy tones to insinuate and highlight our main cause.
Along side having a staple minimal and muted beige anker we us a acid green lime and electric blue to incorporate youth and our futuristic aesthetic.
Colour palette
35.
36. Colour palette 40% 15% 15% 10% 10% 10% 10%
Cannoli Cream
R: 229 G:223 B:213
11-4302 TCX
Lemon paper 16-1119 TCX
R:225 G:106 B:88 Rain Drum 19-0916 TXC
R:95 G:76 B:66 Drizzle 16-4402 TCX R:150 G:149 B:146 Dark slate 19-44220 TCX R:100 G:96 B:96
Acid lime green 14-0340 TCX R:160 G:176 B:56
Elevtric blue lemonade 18-4245 TN
R:35 G:78 B:142
Colour palette
38.
39. Colour palette
Branding
Branding
Branding
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Lables
41. Branding
Back neck label and packaging
42. Branding
Aura book
43. Branding
Advertising examples
44. Branding
Photographic style 00000000000045 TYPOGRAPHic
Typography
Language
TYPOGRAPHic Language
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Photographic style
Typography
Primary typeface
Our typography language is futuristic, clean and modern. We use a combination of two fonts.
911 Porscha bold is our primary typeface it is modern and futuristic that we feel connects with our customer. Its race car aesthetic and sleek modern look keeps our brand young and is eye-Catching.
46. Typography
aura
911 Porscha Bold
We are
The future
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Photographic style 47. Typography
Secondary typeface
Our secondary typeface is semplicita pro light. Its classical, modern and contemporary.
aura
Semplicita pro light will only be used for secondary text on labels, magazines and advertising it will nev er display the logo however may be used as titles in campaigns to keep that association with the logo and branding.
pidatat non proident, sunt in culpa qui officia deserunt mollit
48. Typography
Semplicita pro light
The link between technology and fashion
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49. Typography
50. Photographic style
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Photographic Style
Our photographic style is used to primarily express who we are. We want to express our fun young nature however also hinting the more serious side of what we are ultimately about.
Photographic style
51.
Dynamic poses
We want to incorporate dy namic poses to differentiate ourselves from the mean stream classic look brand campaigns.
52.
Photographic style
53.
Photographic style
Iconic Studio
We want to create sports wear studio shots with Dynamic poses and a clean look finish.
54.
Photographic style
Young Confidence
We want to portray young confidence and style through our more editorial campaign shoots that will be featured in our book, magazines, website ar ticles and campaigns.
55.
Photographic style
00000000000056 Email Email
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We want our email campaigns to be minimalistic and clean much like the brand aesthetic, They will be sent out to customers who subscribe to our customer loyalty programme “Aura Global”. Collection Sustainability Aura Global Materials
Our email will include the logo as a main front with the website menu displayed above. It will have links to our entire range of products, pro motions and news articles about how we are sustainable and trans parent.
Eco nyl
Our signature looks
they are made from Who they are made by And how they reach you
57. Email
How its made
What
Shop
Desert Collection
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Shop
Sustainability
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oris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum Lorem ipsum dolor sit amet, consec tetur adipiscing elit, sed do eiusmod
58. Email Collection Sustainability Aura Global Materials Collection Sustainability Aura Global Materials
WHERE? WHY?
WHO?
Shop
59. Email promotional E-Mail We
Collection Sustainability Aura Global Materials when you return used Aura items to be recycled 30% off Recycle here
do not do any sales however we do offer a discount when customers return old Aura products to be recycled by us. We will promote this by email so that returning customers will have an insentive to buy again.
60.
Our voice
Our
voice
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When we speak to
When we speak
1. We start conversation and connect With our customers through sustainability And our goals.
2. We share our unique beliefs and Communicate what we stand for and why.
1. We speak I first person.
3. We empower customers to help save the And inspire that we can create our own futures that are sustainable and healthy.
2. Our tone is casual, passionate and knowledgeable.
4. We create an engaging and interactive Experience for customers to build a relationship and trust.
3. “We” meaning a collective, a com munity of people that are self aware, diverse, forward thinking and Ambitious with their own unique Opinions.
4. We use language that is to the point, challenging, knowledgeable and intellectual.
5. We consider depth and context when expressing our beliefs.
62. Our voice
6. We have a high level of knowledge Surrounding quality and wearbility.
7. We speak with an understanding tone, With interest of understanding our customer And present how we can help them reach Their target.
8. We never state the obvious, talk down or challenge a customer unless its on the Terms of sustainability.
9. We keep the customer in mind when ad vising about products.
10. We keep it real.
When we say “You”
1. We are referring to our customer.
2. Our customer is a true individual with a unique personality with strong beliefs that we can help them express.
3. They want to contribute to a better future and a sustainable lifestyle.
11. We talk about our beliefs in a serious man ner with the goal of education.
4. They choose carefully what they pur chase and and how it impacts the planet.
63. Our voice
A few words to our writers-
It is your job to develop and share Aura’s brand story with customers, portraying our beliefs and sustainable goals that relate to building a strong future. Creating conversations surrounding our unique point of view and how we communicate this.
64. Our voice
Good copy meets one of these three qualities:
1. Make it useful. Is it informative? What are we bringing to the table? Does it add value? Is it to obvious?
2. Does it have truth? Make it personal, connect with our Customers on a meaningful level. Understand them and make them feel understood.
3. Make it knowledgable, make it entertaining. This can mean adding extensive information about our indepth vision to creating conversation, emootion, idea or emotion.
Keep it to the point and honest.
65. Our voice
To the point & clever
When talking to our customers keep it to relatable and friendly with a conversational aspect.
66. Our voice
67. Our voice Try this The Desert collection Introducing the ultimate survival Clothing. Multifunctional, Diverse and inspiring. Instead of The Desert collection For everyday wear
Confident & personal
We are very serious about our beliefs and goals, We speak with enthusiasm, authority and are assertive when communi cating our goals. We like to create emotion and passion to wards our cause through personal and emotive language.
68. Our voice
The future is ours
Only we can change the world for Future generations. Be the change you want to see in the world
69. Our voice
Try this
Instead of Create our future Make a change
70. Our voice We avoid: Stating the obvious Try this: Buy nice not twice! Shop the desert collection Now! Instead of: Buy sustainable Make a change Sounding generic Try this: See the winter in merino Wool Shop thermal vests now! Try this: Winter Coats Thermal vests available
71. Our voice Talking downpatronise Trying to make jokes Try this: We are the future. A few hours left to Shop The desert collection! Try this: The fitted jacket High fashion practical wear!
of: The skinny jacket For a tight fit in limited sizes. Try this: Its Pay day Use code “desert” for 10% off
Instead
Our voice 00000000000073
Campaign
We believe our clothing brings confidence. We want our customers to be conformable within themselves and what they wear. To feel that they have made an impactful decision to consciously make a difference by purchasing sustainably to fulfil their unique style that creates and builds their personality.
Campaign
Tag line
Dress to survive not to exist
Which do you choose?
Dress to survive not to exist
Which do you choose?
Dress to survive not to exist
Which do you choose?
74. Campaign
75. Campaign Head Lines Survive Or Exist A Dress to Survive Not to exist Aura What’s your Choice? 1. The Iconic “A” logo. 2. “Dress to survive not to exist” 3.What’s your choice?” 4. “Survive or exist”
76. Campaign Join Aura global and get 10% off your first purchase. Collection Sustainability Aura Global Materials Dress to Survive Not to exist. A Aura Shop the collection Site feature
77. Campaign Collection Sustainability Aura Global Materials What will you Choose? Shop The Collection E-MAIL
Social
78. Campaign
Window
79. Campaign