Aura

Identity design and creative direction

Helping Elomatic launch a new software product for a changing industry

Client: Elomatic

Project: Aura

Year: 2024

Elomatic was launching a new software product long in the making and needed help differentiating the product from the competition. We worked with the client to define the brand core and name through workshops and interviews, resulting in a fresh new identity and website to help launch Elomatic's asset performance management software: Aura.

An aura is the distinctive atmosphere or quality that surrounds a thing.

Since the Aura software helps gauge the health of a vessel, engine or machine, we wanted the brand visuals to emanate like an aura, shimmering or reacting to the status of an asset.

We created a pattern of lines that could rise and fall like an aura, and a gradient that lives and changes like a heat map, coloring the logo, pattern and other brand graphics.

Aura does not come with all the bells and whistles of software from competitors like IBM, but it is a robust, well-built product that provides all the essentials. We centered the brand around the promise of making life simpler for fleet owners an engineers. Aura helps users gain a holistic understanding of the state of their assets – all they need and nothing extra. Operations run smoothly with Aura.

The moving icons illustrate various software features, with smooth movement reflecting the smooth flow of daily operations enabled by the software.