Aura provides AI-powered online safety designed to protect people of all ages across an increasingly connected world.

As VP of Creative, I brought in Red Antler to help define future-proof positioning, mission, and brand principles. Working alongside product, marketing, and executive leadership, I led the strategy and rollout for both our D2C and enterprise brands.

The Challenge
Over time, Aura had expanded into a multi-audience offering, but a single brand voice couldn't speak authentically to three distinct groups: older adults (60+), family decision-makers (35+), and enterprise partners.

The Solution & Impact
I led my internal team through brand architecture, research, and testing, developing a tailored visual identity, tone, and design system. We created three distinct sub-brands that share Aura’s core equity while expressing tailored visual and verbal languages—a unified system with distinct voices.

Through the phased rollout I managed C-suite alignment, cross-functional adoption, and product cohesion. The launch improved CVR by 15% on aura.com, increased engagement on social channels, and directly supported enterprise client acquisition.

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Role: VP of Creative
Client: Aura