Design and engineering for sharper product systems | Book a intro to start building with our squad.

WEB2.0WEB3
Contact Us
Back to Work

Aurora Finance · 2023

Aurora — Brand System for a Fintech Launch

A launch-ready brand system for a finance product that needed to feel precise, modern, and human — not cold.

  • ClientAurora Finance
  • RoleBrand Identity & Digital Design
  • Timeline2023
  • IndustryFintech
Abstract textured surface in muted tones

Background

Where the project began

Aurora was preparing a public launch with strong product fundamentals but no coherent brand system. Decks, product UI, and investor materials each told a slightly different story. Dawn was engaged to define identity, voice, and digital expression before the first major campaign.

The problem

What we set out to solve

Without a system, every asset reinvented the brand. The product looked competent; the company did not yet feel memorable. Marketing needed a kit that could survive real production — emails, dashboards, pitch decks — not only a logo PDF.

Approach

How we moved

We built from principles: precision, warmth, and restraint. Logo, type, color, motion cues, and UI tokens were designed together so marketing and product shared one spine. The website became the first proof — large typography, quiet photography, and a clear narrative arc from problem to product.

Stages of work

The work journey

01/08

Scroll to move through the journey

  1. preparation

    01Brand Brief

    Workshops on audience, competitors, and the emotional job of a finance brand.

  2. start

    02Positioning

    Locked a one-line positioning and voice attributes before any visual exploration.

  3. explore

    03Visual Exploration

    Sketched mark directions, type pairings, and photography rules across three territories.

  4. structure

    04System Definition

    Documented logo, color, type, spacing, and do/don't usage for real production cases.

  5. craft

    05Digital Expression

    Applied the system to web, product chrome, and key campaign compositions.

  6. build

    06Motion & Detail

    Defined restrained motion cues so interfaces feel alive without becoming theatrical.

  7. finish

    07Stakeholder Lock

    Presented the full kit, absorbed corrections, and froze the launch version.

  8. launch

    08Handoff

    Delivered tokens, templates, and guidelines the internal team could ship from.

Tech stack

Tools that carried the build

Chosen for reliability, speed of iteration, and fit to the product surface.

  • Figma
  • Next.js
  • GSAP
  • Adobe
  • Webflow

Gallery

Selected frames from the build

Ink dispersing in water
Abstract geometric composition
Soft gradient abstract background

Outcome

What changed after launch

Aurora entered launch with a complete brand kit, a campaign-ready site, and tokens the product team could implement without constant design oversight. Recognition improved across touchpoints, and creative production sped up because decisions lived in the system.

  • 1 kit

    Brand + UI tokens

  • 6 wks

    Brief to launch site

  • 100%

    Campaign assets on-system

Services

  • Brand Identity
  • Art Direction
  • Web Design

More work