Aurum - Brand Identity System

When Aurum came to me, they had a name and a vision a studio that wanted to feel deliberate, architectural, and unapologetically bold in every space it touched. No logo, no system, just a line that stuck with me from our first conversation: "every wall is a decision."

That phrase became the seed for the entire identity. I started with the simplest possible geometry a square split by a triangle and built the mark from a strict construction grid so it would hold its proportions at any size, from a business card to a building-mounted sign. Once the mark was locked, I stripped the palette down to black, white, and grey. No color to hide behind just contrast, shadow, and negative space doing the work.

From there, the system grew outward: letterpress-style stationery with generous shadow and texture, exterior signage designed to read cleanly against brick and daylight, a minimal mobile app screen, and a tote bag that turned the brand's own tagline into a quiet piece of merchandise. Every touchpoint had to pass the same test does it still feel like Aurum at this scale, in this material, from this distance?

The result is an identity that's confident without shouting restrained enough for a business card, strong enough for a wall.

Curious how I'd approach building out a system like this for your own brand want to talk through it?

From the very beginning of the CRL® project, I knew I wanted a wheel to explore the library’s resources, with the option to switch to a more traditional list view. Once the layouts came together, I started exploring how the wheel could transition from the homepage, how the resource titles would move as you scroll, and how the two views could connect. Then Bimo Tri got his hands on it and took the whole thing to another level. From the initial transition to the finer details of switching between views, Bimo brought so much more movement, character and feeling to the experience than I could have imagined. A great reminder of the value of getting a great creative dev on board for a project like this! Couldn’t be happier with how this page turned out!

Love that you gave Bimo credit for pushing the motion further. The wheel is fun, but I'm curious if people actually use it to browse or if most end up flipping to the list view.