The Aurora Diamond is a diamond brand that was founded and launched into the Australian and New Zealand market in late 2016. The 73 facet Aurora cut was designed exclusively to maximise light performance, producing a visibly and measurably more beautiful diamond.
As part of a competitive pitch - we were ecstatic to be engaged to create the Aurora brand identity from the ground up.
Establishing the Visual Identity
The Aurora branding is designed in a way that allows the personality of the brand to come through, yet stand apart from the competition. Aurora is sophisticated, romantic, timeless, refined and beautiful and so is the design system of the branding experience. From its minimal elegance to use of bold typography and use of colour, Aurora is designed to withstand the test of time, yet appeal to the modern consumer.
Somewhere Co. was engaged as the lead design agency for the Aurora launch campaign and asset execution. To do this, we set ourselves up as an extension of their marketing team to develop and launch the brand. Our goal was to create a cohesive brand experience that delights, engages and inspires whilst articulating the Aurora story and driving consumer consideration to seamlessly bring together content and product.
We defined standards regarding art direction, photography and content to create visual guidelines that are flexible enough to provide a variety across content, but structured enough to ensure consistency and brand recognition. From there we created a multi-tiered launch campaign across various trade, retail and consumer channels including - print and packaging designs, high quality branded video content, luxury retail point of sale, immersive digital assets, online presence and social media campaign.
So far the B2B response has been overwhelmingly positive. Aurora launched to the general public in late 2016, we look forward to continuing the develop the Aurora brand alongside the team at Leading Edge Group Jewellers and Aurora stockists into the future.
"I have been fortunate to have been presented some of the best diamonds brands in the world over the past 17 years. The marketing and story that you guys have done here is better than anything I have seen... This is first rate in every respect."
- Josh Zarb, Group General Manager