Aura design by Under After
2015 ➼ Naming, Brand Identity

Aura​—​a high-density, gesture controlled digital picture frame

An innovator in the smart home decor category, Aura's “smart frames” couple modern design with elegant curation software for digital photos. I was hired to name the new product (and company) and design the brand identity.

The team was looking for a name that represented a sense of wistfulness or nostalgia and that felt appropriate for a beautiful object in your home. After a brand strategy phase, I presented a range of naming options including “Aura” to the team. The name fits because it's an emanation or essence, much like the photos we take that have distinctive personal qualities associated with us. The concept is intangible with somewhat mystical associations.

Aura design by Under After

The product itself is a beautiful frame, made with technology to enrich and simplify life. With an ultra-high density display, gesture controls to change photos with the wave of a hand, smart slideshows, and effortless sharing to friends or family member's frames, Aura defies expectations. Under After created an elegant, understated brand identity to mirror the qualities of the product and the experience of using it.

Aura design by Under After
Aura design by Under After
Aura design by Under After
Aura design by Under After
Aura design by Under After
Aura design by Under After