Aurora
A full identity and launch campaign for an outdoor-performance brand built around first light, concept, logo system, key visuals, OOH, and a launch film.
The idea
Placeholder copy, replace with the real story. Aurora is built on a single idea: every great day outside starts before sunrise. The brand world borrows the palette and motion of first light, cold blue to warm ember, and turns it into an identity system that scales from a trailhead sticker to a stadium-sized billboard.
My role
As art director I owned the visual concept end to end: the positioning line, the logo and type system, the photography art direction, and the launch film’s look. I directed a small team of a 3D generalist and a retoucher to production.
Deliverables
- Logo, wordmark, and responsive identity system
- Color & type system with usage guidelines
- Campaign key visuals for OOH, print, and social
- 30s launch film, concept, boards, art direction, grade
- Packaging and retail direction
Swap this entire entry for a real project later, the structure (idea → role → deliverables → visuals) is what reads “art director.”
