08
visual strategy
2022
AURA
Full visual strategy relaunch for AURA, a hospitality group operating across seven European cities. Unifying five distinct property brands under one cohesive strategic and visual umbrella without losing individual character.
Category
visual strategy
Year
2022
Studio
Unbeatable Studio
The Brief
AURA Group operates boutique hotels in Amsterdam, Lisbon, Madrid, Vienna, Copenhagen, Tallinn, and Budapest. Each property had evolved its own visual language over years of independent operation. The rebrand needed to unify without erasing.
The solution: a strategic visual system with a fixed typographic core and a flexible applied layer. The AURA wordmark reads identically across all seven cities. The graphic language is specifically calibrated for each location’s cultural context.