Minneapolis, MN / Phoenix, AZ

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Brand Strategy & Naming · Identity & Framework · Wordmark & Emblem · Messaging · Brand Applications · Organizational Alignment · Website Design & Management

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A Fresh Perspective

Aurora Procurement Solutions is where strategy meets experience — built to navigate the complexity of hospitality procurement with clarity and precision. I led the brand development from the ground up — naming, wordmark, and emblem — crafting an identity rooted in clarity, precision, and elevated experience. The visual and verbal systems were designed to reflect the complexity of hospitality procurement while feeling refined, intentional, and easy to navigate.

Beyond identity, I developed the go-to-market strategy and led the brand launch, ensuring alignment across sales, marketing, and leadership. The work balances independence and integration — positioning Aurora as a specialized, experience-driven partner while reinforcing its connection to a larger ecosystem within Omni Workspace.