Graduates
Back to Projects

Kyle Jackson

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
GRFX-551 Graduate Studio 2
Faculty:
Gerardo Herrera

Aurora

Aurora’s legacy branding showcased engineering credibility but lacked a human connection with its audience. To customers, understanding their comprehensive product line was confusing. Aurora needed to shift their identity to better visualize their technology. Like a moving organism, Aurora's vehicles are always responding to the world with sensors using technology like lidar and radar. To visualize this kinetic aspect of their brand, I implemented a dynamic design strategy.
Learning Outcomes:
For this project, I learned about the importance of targeting a specific audience when creating a brand. My new brand identity for Aurora was developed for innovators within the age ranges of 25 to 53 years old. I worked to use this audience to influence my decisions as I created a logotype, graphic behavior, website, exhibition setup, and UX platform for Aurora. For the images, I worked in Cinema 4D using different techniques to create a fluid particle style highlighting radar and lidar.
Project Website:
https://www.kylejacksonmedia.com/DESIGN/AURORA
We’re rebranding Aurora to utilize a state-of-the-art dynamic design strategy. Like a moving organism, our vehicles are always responding to the world with sensors using technology like lidar and radar. To visualize this kinetic aspect of our technology to our audience, we implemented a dynamic strategy.
The new strategy makes for a more functional experience with elements that are intuitive, accessible, and digestible. Aurora’s rebrand helps to engage our audience with our systems by visualizing our technology in a way that is more humanistic, emotive, and relatable. Our new identity better communicates our forward-thinking commitment to the future of mobility.
Because Aurora’s vision statement references diversity, a dynamic visual strategy with moving tourmaline and amethyst colors was used for our new logotype. The hues colors represent the Aurora Borealis, while the changing gradient helps audiences to see the diversity in our product with our modular technology. The dynamic quality in our logotype and visual graphics showcases a humanist perspective, touching on our diversity, modularity, and relatability.
An important rebranding initiative was to make Aurora’s vehicles more recognizable from the road. The exteriors of our vehicles were updated to a matte black color and showcased our logotype with a glossy reflectance to add contrast.
View website online at https://aurorakylejackson.webflow.io
Aurora’s website details our commitment to the advancement of autonomous technology. With a vertically scrolling modern interface, the modular black and white format creates an intuitive experience for every customer.
Moving fluid particles show our audience how the sensors on Aurora’s vehicle see objects around them. The visual strategy showcases our efficient, forward-thinking, and technological brand attributes. It captivates our audiences with an emotional impact using dynamic sweeping forms and is representative of the technology in Aurora’s vehicles like Lidar and Radar.
Our out-of-home solutions include our fluid particles visual behavior and information about promotional events, products, and technology.
Welcome to the club. In person or online, every client we meet and worker we hire is outfitted with a custom stationery system and welcome kit.
Each new client is given our complimentary welcome kit to celebrate joining the Aurora family. Aurora welcome kits include a yearly calendar, informational guide on the product of their choosing, and model Peterbilt paperweight.
Each member of our creative team is gifted our brand bible. The brand bible is an inspirational booklet designed to create a cohesive vision throughout all of Aurora’s design solutions.