Digital picture frames had a cheap novelty reputation with low-resolution screens and complicated setup. Under After named the product Aura and designed a minimal brand identity for a gesture-controlled smart frame positioned as a premium connected home device and that was recognized as one of Oprah's favorite things.

Digital picture frames had struggled with a cheap novelty reputation since the early 2000s. Most frames featured low-resolution screens, complicated setup processes, and limited connectivity options. The founding team built a gesture-controlled smart frame with ultra-high density display and wireless photo sharing between family members' devices, positioning the product as a premium connected home device that could become a recurring gift category.

The team needed a name that conveyed wistfulness and nostalgia without feeling sentimental or gimmicky. Under After led the naming process with stakeholders and proposed several options. The selected name "Aura" captured the emanation or essence of personal photographs, with intangible qualities that connect to memory and emotion. Under After then designed a minimal brand identity system that reflected 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.