Under After named Aura and designed its brand identity for this gesture-controlled smart picture frame. The project included product naming, brand strategy, and visual identity for a connected home device with high-density display and cross-family photo sharing capabilities.
Aura is a gesture-controlled digital picture frame with high-density display and photo curation software. Under After named the product and company, then designed the brand identity system.
The founding team sought a name representing wistfulness and nostalgia. Under After led the naming process to involve stakeholders and then proposed several viable name options. The selected name "Aura" captures the emanation or essence of personal photographs, with intangible qualities that connect to memory and emotion.
The smart frame features ultra-high density display, gesture controls for hands-free photo navigation, automated slideshows, and wireless photo sharing between family members' devices. Under After designed a minimal brand identity system that reflects the product's elegant functionality and intuitive user experience.
Aura Frames sold nearly 1 million units by November 2022 and reached 3 million app users with 1 billion photos displayed daily. The company raised $26 million in funding and achieved 100% year-over-year growth for three consecutive years.
The Carver frame appeared on Oprah's Favorite Things list three times (2016, 2018, and 2021). The Smith frame won the GOOD DESIGN Award, and Aura became Calm Tech Certified. The frames are sold through Best Buy, Target, and Amazon, with exclusive designs created for Target's retail partnership.