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Not every strong project is the right project for the client.
This direction was originally created for a holding company connecting architecture, development, technology, and capital. The concept explored a more sophisticated, editorial, and timeless approach, centered around long-term value, permanence, and a forward-looking vision.
The client ultimately realized they wanted to communicate the business differently: something more tech-driven, more blue, and visually closer to the technology space.
And that’s part of the process.
The direction wasn’t chosen, but I still believed in the work. So I changed the name to Auren, refined a few details, and turned it into a self-initiated project so it could finally live outside the archive.
Sometimes an identity doesn’t have to be wrong to be rejected. It was simply waiting for the right brand.
Auren — a study in quiet sophistication, architecture, and lasting value.
Really clean design! I like this tone of green so much!
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