Aura wanted something unique. Without sacrificing simplicity, the logo needed to stand out from competitors while showing a level of sophistication and creativity.
We used a variety of references as inspiration. Looking at the plane interior we noticed the shapes within its beautifully crafted “zero gravity” seats reminded us of a the delta wing shape and a runway stretching into the horizon. To our team this embodied key Aura traits like movement and upward mobility, and laid the logo foundation. The final logo represents Aura’s aspiration to reach new heights of service within the aviation industry.
Working closely with the folks at Aura, we developed a positioning statement that showcases what will set them apart from other luxury airline companies. Now, people internally and externally know exactly how Aura plans to switch up the scene.
Internal and external communications are a key part of Aura’s launch strategy, so it was important to make sure the tone fit their brand personality. We provided sample tone statements and used feedback from Aura to create a casual yet refined tone that speaks to their clients.