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
Aura design by Under After
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
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

Selected Work

  • the leading digital media brand for dads 

    Product Direction, Brand Identity, Art Direction, Design
    2018
  • a “volumetric video capture toolkit” for inno­vative AR/VR storytellers 

    Brand Identity
    2017
  • an advanced transaction monitoring engine for banks and financial institutions in SF 

    Brand Identity
    2017
  • an initiative that raises money for progressive charities 

    Product Design
    2017
  • my musical alter-ego 

    Brand Identity, Design
    2016
  • smart, modern life insurance 

    Brand Identity
    2016
  • a privately held industrial group in Lexington, KY 

    Brand Identity
    2015
  • an advanced data analytics software company in NYC 

    Brand Identity
    2015
  • the world’s “leading provider of sustainable waste and re­cycling solutions” valued at $1B 

    Brand Identity
    2015
  • a text-based virtual assistant 

    Brand Identity, Product
    2015
  • a platform to discover and fund non-profits with micro-⁠donations 

    Brand Identity
    2015
  • an accelerated online learning platform 

    Brand Identity
    2014
  • a regenerative skincare company 

    Naming, Brand Identity, Packaging
    2013
  • a leading research institute in NYC 

    Brand Identity, Design, Development
    2013
  • a personalized weather service and a Betaworks company 

    Brand Identity, Product Design
    2013