A New Kind of Energy

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Aura is an upcoming residential building in Lower Manhattan with a modern, youthful energy. King & Partners handled positioning and naming, followed by brand identity, design of collateral, and then the launch of a teaser website.

Naming & Branding

Informed by the younger target audience, we chose a lively name and design direction to foster attention.

We created a bold color palette based on the idea of fluid gradients. Many design elements from the branding became integral to the building — each floor is represented by its own color, for example.

Teaser Site

We then designed and developed a teaser site to generate excitement and to act as a first phase of lead generation.