Aura BrandBook By Kiera Sylvester

WELCOME

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WE ARE AURA

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“Aura, meaning surrounding and
environment, originates from our
vision of shaking up the fashion
industry, to pioneer transparency.
Less is more. We question what is
needed to survive, portraying the
apocalyptic future that is upon us
if we do not change”.

01.
Introduction.
04.
Our Brand
Values
12..
Our
Personality.
24.
Brand Marks
& Language.
42.
Branding
48..
Typographic
Language
60.
Email
66.
Our Voice

04.
Our Brand Values
We advertise a better future and focus on dramatic change
through the use of technology portraying the apocalyptic
world that awaits Gen Z if we do not take sustainability
seriously.
Each of these quality’s come from our core out look of
Aura. Our values when combined create our DNA and
help us strive for excellence.

05.
Sustainable
Timeless
Dynamic
Transparent

06.
Innovation
We continue to develop the practical implementation
of our fabrics, fastenings and designs to archive cultural
and physically durable garments. This development
appears at the intersection of fashion and technology,
connecting customers to our brand through high
quality and timeless looks.

07.

08.
Sustainability
Less is more. Especially when it comes to our planet.
We strive to be 100% sustainable. From off cuts to retired
garments we recycle every piece. In collaboration with
recycling company circular fashion.
“Lets enable the products of today become
resources of tomorrow”

09.

10.
Transparency
We aim for 100% transparency between customers,
manufacturers, workers and Aura as a brand. We show
the journey our garments have undertaken to reach the
customer and the good they have done along the way and
will continue to do for many years to come.

11.

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Our
Personality

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14.
Dynamic but
in control

15.
Futuristic but
In the present

16.
Dramatic and
Atmospheric

17.
Comprehensive
Within culture

18.
Fun but not
Funny

19.
Strong and
Monumental

20.
Visual Identity
Auras modern but minimalist with a hint of colour that
draws collections together. We aim to create a sleek and
clean line brand with and earthy aesthetic.

21.

22.

23.

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Brand marks
and language

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26.
Brand Logo
Recognizability is key with our logo. We have formulated
three ways our logo is best displayed.
aura
aura

27.
Brand Expression
Physical display of each logo.
aura
aura

28.
Brand
Logo
1 2 3 4 5 6 7 8 9
Our logo will sit in
the centre of any
advertisement
or collection
features. The logo
takes up 40% of
the vertical area.

29.
Full
Name
Logo
1 2 3 4 5 6 7 8 9
aura
The more
simplistic version
of the logo is
usually used at
brand sign off
placing the logo
neatly in the top
right hand corner
of the image to
compliment the
photo.

30.
aura

31.
aura

32.
Extended
Original Logo
The extended original logo
may be used in magazine
editorials and social media
ads alone.
aura

33.
aura

34.
Extended Logo
DON’TS
Do not rotate.
Must always be in the
centre of the image.
Stick to brand
colours.
Full name logo must
always be in the top
right hand corner.
aura
aura

35.
aura
Extended logos
must not be over the
models face.
Do not make the
extended logo thicker
vertically.
aura
Do not rotate the
extended logo.
Do not extend the
logo further than
suggested.
aura
aura
Do not rotate,
change the width or
length of the A.

36.
Colour palette

37.

38.
colour
Our colour palette is key to our brand identity. It include
earthy tones to insinuate and highlight our main cause.
Along side having a staple minimal and muted beige
anchor we us a acid green lime and electric blue to
incorporate youth and our futuristic aesthetic.

39.
40%
10%
10% 10%
10%
15%
15%

Cannoli Cream
40. R: 229
G:223
B:213
11-4302 TCX
Lemon paper
R:225
G:106
B:88
16-1119 TCX
Rain Drum
R:95
G:76
B:66
19-0916 TXC
Drizzle
R:150
G:149
B:146
16-4402 TCX
Dark slate
R:100
G:96
B:96
19-44220 TCX
Acid lime green
R:160
G:176
B:56
14-0340 TCX
Electric blue
R:35
G:78
B:142
18-4245 TN

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Branding

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44.
Labels

45.
Back neck label
and packaging

46.
AURA BOOK

47.
ADVERTISING

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TYPOGRAPHIC
language

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50.
Primary typeface
Our typography language is futuristic, clean and modern.
We use a combination of two fonts.
aura
911 Porscha Regular is our primary typeface it
is modern and futuristic that we feel connects
with our customer. Its race car aesthetic and
sleek modern look keeps our brand young
and is eye-Catching.

51.
911
PORSCHA
REGULAR
we are the future
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exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum dolore.

52.
SECONDARY
typeface
Our secondary typeface is semplicita pro light. Its classical,
modern and contemporary.
aura
Semplicita pro light will only be used for
secondary text on labels, magazines and
advertising it will never display the logo however
may be used as titles in campaigns to keep that
association with the logo and branding.

53.
Semplicita Pro
Regular
The link between technology and fashion
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in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur
sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est
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incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum dolore.

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55.
SECONDARY
typeface
Our photographic style is used to primarily express who
we are. We want to express our fun young nature however
also hinting the more serious side of what we are ultimately
about.

56.
dynamic
poses
We want to incorporate
dynamic poses to differentiate
ourselves from the mean
stream classic look brand
campaigns.

57.

58.
ICONIC
We want to create
sports wear shots with
dynamic poses and a
clean look finish.

59.
YOUTH
We want to portray
young confidence
and style through
our more editorial
campaign shoots that
will be featured in
our book, magazines,
website articles and
campaigns.

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email

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62.
EMAIL
We want our email
campaigns to be minimalistic
and clean much like the
brand aesthetic, they will be
sent out to customers who
subscribe to our customer
loyalty programme “Aura
Global”.
Our email will include the logo as a main front
with the website menu displayed above. It
will have links to our entire range of products,
promotions and news articles about how we
are sustainable and transparent.
SHOP

63.
SUSTaINaBILITY
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aoreet dolore magna.
SHOP
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consectetuer adipiscing elit,
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consectetuer adipiscing elit, sed
diam nonummy nibh euismod
tincidunt ut aoreet dolore magna.
SHOP
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amet, consectetuer
adipiscing elit, Lorem
ipsum dolor sit amet,
consectetuer adipiscing
elit, sed diam nonummy
nibh euismod tincidunt ut
aoreet dolore magna.

64.
PROMOTIONAL EMAIL
We do not do any sales
however we do offer a
discount when customers
return old Aura products to
be recycled by us. We will
promote this by email so
that returning customers
will have an incentive to
buy again.
30%
OFF
When you
return used
items to be
recycled
recycle

65.

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OUR VOICE

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68.
When we
speak to
When we
speak
1. We start conversation and connect
with our customers through
sustainability and our goals.
2. We share our unique beliefs and
communicate what we stand for
and why.
3. We empower customers to help
save the and inspire that we can
create our own futures that are
sustainable and healthy.
4. We create an engaging and
interactive experience for
customers to build a relationship
and trust.
1. We speak I first person.
2. Our tone is casual, passionate and
knowledgeable.
3. “We” meaning a collective, a
community of people that are self
aware, diverse, forward thinking
and ambitious with their own
unique opinions.
4. We use language that is to the
point, challenging, knowledgeable
and intellectual.
5. We consider depth and context
when expressing our beliefs.

69.
6. We have a high level of
knowledge surrounding quality
and wear ability.
7. We speak with an understanding
tone, with interest of
understanding our customer
and present how we can help
them reach their target.
8. We never state the obvious, talk
down or challenge a customer
unless its on the terms of
sustainability.
9. We keep the customer in mind
when advising about products.
When we
say ‘you’
1. We are referring to our customer.
2. Our customer is a true individual
with a unique personality with
strong beliefs that we can help
them express.
3. They want to contribute to a better
future and a sustainable lifestyle.
4. They choose carefully what they
purchase and how it impacts
the planet.
10. We keep it real.
11. We talk about our beliefs in a
serious manner with the goal
of education.

70.
a few words
to our writers
It is your job to develop and share Aura’s brand story
with customers, portraying our beliefs and sustainable
goals that relate to building a strong future. Creating
conversations surrounding our unique point of view and
how we communicate this.

71.
Good copy meets one of these three qualities:
1. Make it useful. Is it informative? What are we bringing
to the table? Does it add value? Is it to obvious?
2. Does it have truth? Make it personal, connect with our
customers on a meaningful level. Understand them and
make them feel understood.
3. Make it knowledgeable, make it entertaining. This can
mean adding extensive information about our indepth
vision to creating conversation, emotion, idea or
emotion.
Keep it to the point and honest.

72.
to the point
and clever
When talking to our customers keep it to relatable and
friendly with a conversational aspect.

73.
Try this:
The Desert collection
Introducing the ultimate survival clothing.
Multifunctional, Diverse and inspiring.
Instead of:
The Desert collection
For everyday wear

74.
CONFIDENT
AND PERSONAL
We are very serious about our beliefs and goals, We
speak with enthusiasm, authority and are assertive when
communicating our goals. We like to create emotion and
passion towards our cause through personal and emotive
language.

75.
Try this:
The Future is Ours
Only we can change the world for future generations.
Be the change you want to see in the world.
Instead of:
Create our future
Make a change.

76.
we avoid
Stating the obvious
Try this:
Buy nice not twice!
Shop the desert collection now!
Instead of:
Buy sustainable
Make a change!
Sounding generic
Try this:
See the winter in
with Merino wool!
Shop thermal vests now!
Instead of:
Winter coats
Thermal vests available.

77.
Try to make jokes
Try this:
We are the future!
A few hours left to shop the
Desert Collection!
Instead of:
It’s pay day!
Use ‘CODE’ for 10% off.
Sounding generic
Try this:
The fitted jacket
High fashion practical wear!
Instead of:
The skinny jacket
For a tight fit in limited sizes.

78.

79.
campaign
We believe our clothing brings confidence. We want
our customers to be conformable within themselves and
what they wear. To feel that they have made an impactful
decision to consciously make a difference by purchasing
sustainably to fulfil their unique style that creates and
builds their personality.

80.
tagline
aura
Dress to survive not to exist
Which do you choose?
aura
Dress to survive not to exist
Which do you choose?

81.
HEAD
lines
Dress
to
Survive
Not to
exist
1. The Iconic “A”
logo.
2. “Dress to survive
not to exist”
3. What’s your
choice?”
4. “Survive or exist”
aura
aura
Survive
0r
exist
What’s your
choice?

82.
site feature

83.
EMAIL

84.
social

85.
WINDOW