15.06.2023 Views

Aura BrandBook By Kiera Sylvester

I created this brandbook in my second year of university for a created brand called Aura. This was were I really discovered my passion for branding and began to create content very quickly with ease. This brand book was a practise run for my final year and I recieved a 1st for this module.

I created this brandbook in my second year of university for a created brand called Aura. This was were I really discovered my passion for branding and began to create content very quickly with ease. This brand book was a practise run for my final year and I recieved a 1st for this module.

SHOW MORE
SHOW LESS

Create successful ePaper yourself

Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.



WELCOME


000000000

WE ARE AURA


00001



“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.


000000000

Our

Personality


00000012


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.


000000000

Brand marks

and language


00000024


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



000000000

Branding


00000042


44.

Labels


45.

Back neck label

and packaging


46.

AURA BOOK


47.

ADVERTISING


000000000

TYPOGRAPHIC

language


00000048


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

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor 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 eu fugiat nulla pariatur. Excepteur

sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est

laborum Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor

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.


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

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor 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 eu fugiat nulla pariatur. Excepteur

sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est

laborum Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor

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.


00000000000054


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.


000000000

email


00000060


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

Lorem ipsum dolor sit

amet, consectetuer

adipiscing elit, Lorem

ipsum dolor sit amet,

consectetuer adipiscing

elit, sed diam nonummy

nibh euismod tincidunt ut

aoreet dolore magna.

SHOP

Lorem ipsum dolor sit

amet, consectetuer

adipiscing elit, Lorem

ipsum dolor sit amet,

consectetuer adipiscing

elit, sed diam nonummy

nibh euismod tincidunt ut

aoreet dolore magna.

Lorem ipsum dolor sit

amet, consectetuer

adipiscing elit, Lorem

ipsum dolor sit amet,

consectetuer adipiscing

elit, sed diam nonummy

nibh euismod tincidunt ut

aoreet dolore magna.

Lorem ipsum dolor sit amet,

consectetuer adipiscing elit,

Lorem ipsum dolor sit amet,

consectetuer adipiscing elit, sed

diam nonummy nibh euismod

tincidunt ut aoreet dolore magna.

SHOP

Lorem ipsum dolor sit

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.


000000000

OUR VOICE


00000066


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


Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!