Minneapolis, MN / Phoenix, AZ

aurora-ps.com

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Creative Direction · Brand Strategy · Naming · Identity · Messaging · Go-to-Market Strategy · Digital Experience

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Objective
Create a distinct hospitality procurement brand that could stand confidently on its own while building on decades of industry expertise and the broader capabilities of the Omni Workspace network of brands.

Creative Approach
Built Aurora around the idea of bringing clarity, confidence, and hospitality to an inherently complex procurement process. The brand pairs design-forward storytelling with a clear expression of Aurora’s operational expertise — positioning the team as an extension of designers, developers, and ownership groups from early planning and sourcing through delivery and installation.

The visual and verbal system was designed to feel elevated and hospitality-led without losing the precision, accountability, and trust required to manage complex FF&E and OS&E projects.