Aurora

Exploring my passion for new technologies, I created a brand identity for the autonomous technology company, Aurora. Aurora’s legacy branding showcased engineering credibility but lacked a human connection with their audience — businesses in the commercial trucking industry. Aurora needed to shift their identity to elevate their brand and better visualize their technology.

Because Aurora’s vision statement referenced diversity, a dynamic visual strategy with moving tourmaline and amethyst colors was used for their new logotype. The hues colors represent the Aurora Borealis and the changing gradient helps audiences to see their diversity in their modular product line. 

Like a moving organism, Aurora’s technology is always responding to the world with sensors using lidar and radar. To visualize the kinetic aspect of their technology to their audience, I implemented a dynamically shifting visual strategy. The new strategy makes for a more functional experience with elements that are intuitive, accessible, and digestible.

It was also important to show how Aurora’s visual identity transitioned to an event experience. This year, they introduced their technology at the LA Auto Show. 

The trade show also includes informational panels on the future of self-driving technology. 

An important rebranding initiative was to make Aurora’s vehicles more recognizable from the road. The exteriors of their vehicles were updated to a matte black color and showcased their logotype in stainless steel. I wanted to distinguish Aurora from their competition by making their road experience more premium, standing out as a luxury experience in the industry of commercial trucking

Aurora’s digital platforms offer a unique storytelling opportunity. I wanted to create an intuitive experience for every customer with a vertically scrolling modern interface. The modular black and white format is accessible for every customer.

I also designed a proprietary app for Aurora to give fleet managers control of their vehicles while in transit. This includes a lifestream video of each truck’s movement across the country.

Aurora's out-of-home solutions include the fluid particles visual behavior and information about promotional events, products, and technology. Their out-of-home campaign includes Information about promotional events, products, and technology to prospective business partners.

Each member of our creative team is welcomed with a brand bible. The brand bible is an inspirational booklet designed to create a cohesive vision throughout all of Aurora’s design solutions.

Welcome to the club. In person or online, every client Aurora’s meets and worker they hire is outfitted with a custom stationery system and welcome kit. Each new client is given our complimentary welcome kit to celebrate joining the Aurora family. Aurora welcome kits include a yearly calendar, informational guide on the product of their choosing, and model Peterbilt paperweight.

Aurora's new identity better communicates their forward-thinking commitment to the future of mobility.