Aura Brand Identity
Aura is a digital picture frame designed to cultivate life’s most memorable moments. As Creative Director, I’ve led the development of a cohesive brand identity—shaping everything from visual storytelling and product marketing to packaging, campaigns, and digital experience. My role has been to guide the creative vision, build and mentor a high-performing team, and ensure every brand touchpoint reflects Aura’s mission.
Role
Brand Identity
Photo/Video Art Direction
Packaging Design
In-house team
Lindsay Keeley / Design Lead
Nina Bishop / Senior Design
Caitlin Abber / Senior Copywriter
Scott Chapps / CCO
Photography/Video Partners
William Gentle / Photographer
Samuel Broeren / DP
NSA / Production
Jake Ladeoff / Director
Yacht Club / Production
Aura’s art direction is grounded in authenticity, showcasing real people in real homes. We capture genuine moments of connection with a natural, unstaged feel, brought to life through warm, natural lighting that adds a joyful, lived-in warmth to every scene.
Design and materials are central to Aura’s product philosophy. Every detail—from bezel colors to frame proportions—is meticulously considered to create frames that feel intentional, elevated, and at home in any space. Showcasing this level of craft is a key part of our brand identity. Styling and propping are approached with the same care—thoughtfully selected to reflect real environments while allowing the product to shine.
In the digital space, a balanced mix of color, type, and imagery shapes a digital identity that feels clean and modern, with an approachable human touch.
Each Aura frame is thoughtfully packaged in a beautifully crafted gift box. In retail settings, an edge-to-edge bellyband emphasizes product details and highlights the frame’s versatility in the home.
