Aura Holdings
A Refreshing Approach to the Retirement Property Development Sector
Client
Aura Holdings
Services
Brand Strategy
Brand Clarity
Brand Expression
Brand Authority
Aura Holdings was founded in 2016 with a clear purpose to give retirees the freedom to live life their way.
Their focus is on creating connected, welcoming communities where residents feel happy, supported and at home.
Beyond building vibrant retirement villages, Aura places strong value on meaningful connections with local communities and like-minded businesses that share their vision for enriching residents’ lives.
When Aura Holdings approached Winning Media, they sought a brand identity that reflected their name, purpose and commitment to raising the standard of retirement living. Our goal was to create a brand that felt trustworthy, optimistic and forward-looking.
Entering a highly competitive market, Aura needed to stand apart from long-established developers. Through a considered brand strategy and suite of visual materials, we helped position Aura as a genuine, uplifting and people-focused alternative that truly puts residents at the heart of everything they do.
Solutions
The process began with several meetings to understand the client, discussing their needs, and setting key objectives and target demographics. With a focus on raising standards for retirement and aged care communities, Aura needed a brand that resonated with stakeholders and investors and was able to demonstrate their point of different in the market.
As developers of luxury homes for retirees – still fit, active and social, and appreciative of attention to detail – the Aura light burst logo and branding demonstrates a new beginning, a bold new lifestyle, and the new-found energy that is injected into a community of like-minded people. At its heart, Aura is about celebrating light and sharing energy, symbolising a continuation of life.
Results
The creation of the Aura mantra – we are bold, not old – is intrinsic to the colour choices and modern styling. Winning Media’s visual art direction and imagery selection was careful to reflect their ethos and appeal to a new style of retiree. We created a unique, impactful brand that allowed Aura to launch six flourishing developments, specifically the successful launch of Kingsford Terrace & The Avenue, which was fast tracked to meet demand from those interested in becoming residents.
Phil and his team took the time to really understand the tenets and values of the company and were able to translate these to create the individual story and personality for each our Villages. Whilst each of our communities has its own identity, Winning Media preserved the synergies between the brands and created a seamless transition between our collateral and digital presence
Mark Taylor
Director of Aura Holdings
Transforming industries through fresh thinking.
We help brands challenge conventions and redefine what’s possible through strategy, creativity and purpose-driven design.