Aurora Solutions Brand Evolution

Aurora Solutions is a software solutions firm with a more than ten-year track record of delivering cutting-edge products globally.

As part of Aurora's marketing team, we recognized that its existing branding no longer aligned with its decade-long growth and development. Aurora needed to clarify its positioning and rectify inconsistencies, especially with its outdated and cumbersome logo.

A reimagined Aurora with not just a refresh of its visual identity with a new logo and an updated website but also a fresh set of values, vision, and mission to guide and position Aurora Solutions as an innovative technology leader. It is complemented by a suite of new marketing materials strategically designed to showcase the company's new identity and captivate potential clients.

After facilitating Aurora Solutions in multiple strategy workshops, the company's leadership was able to define a new set of values, mission, vision, and goals for the brand. Furthermore, interviews were held with the leadership of the engineering and sales teams to pinpoint Aurora's target audiences. To ensure Aurora Solutions' branding accurately reflected its newly defined values and target audience, we designed a comprehensive mood board that would help guide the design in future phases.

Redesigning the logo to fit our new design direction was a challenge that consumed a lot of time and energy. We had to make some critical decisions on what to modify and keep. After several internal discussions and going back and forth on feedback from Aurora's CEO, we developed a new logo and colour scheme that perfectly captured the new brand image while retaining some elements of the old one.

The new logo and colour palette seamlessly adapted to diverse branding elements, ensuring a unified and cohesive brand presence across all touchpoints.

After we finalized the logo, color palette, and brand typography, we proceeded with Aurora's website. Our journey began with a meeting to set the website's goals, identify user needs, and outline the project's scope.

To better understand our starting point, we conducted a website audit, assessing what elements we could retain and what required changes based on our defined goals.

Subsequently, we crafted a site map for Aurora, establishing a clear page hierarchy. We used it to draft a content outline, clarifying what to remove, create, and where to place it.

Moving forward, we sketched wireframes for the website, which then evolved into low-fidelity wireframes.

Upon approval of static high-fidelity wireframes for the homepage, we dedicated ourselves to designing the remaining pages, ensuring each visual element resonated effectively with Aurora's target audience.

In the final stages, we transitioned to website development in Wix. With all pages impeccably designed, Aurora initiated a well-prepared launch campaign to introduce the website to the world.