About Aurethic
Aurethic exists to connect strategy, creativity and digital experience in one direction.
Recognise
Remember
Choose
The Aurethic frame
At Aurethic we use a very simple frame to order any brand project. A brand has three jobs and only three, and they happen in this order.
That someone knows it is you before they read the name.
It is a problem of visual consistency.
The three decisions with the most impact on being recognised: a visual asset of your own, a colour you can defend and a recognisable typographic construction.
That weeks later, when the need appears, you come back to mind.
It is a problem of repetition and territory.
In practice, what gets remembered is what stays consistent. A brand that repeats the same elements sticks far sooner than a brilliant one that reinvents itself every season.
That, when comparing, they find a concrete reason to stay with you.
It is a problem of value proposition.
The value proposition is the concrete reason someone chooses you. Concrete means it can be checked: «quality and service» is what everyone says.
Almost every brief that arrives as «I need a brand» is really a failure at one of those three points.
The name, the intent
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Aura is what a brand makes people feel. Aesthetic is how it expresses itself. The name holds both ideas because the work is connecting them: a brand’s presence doesn’t hold up without a strategic direction behind it.
An identity, a website or a campaign should each have a reason, and all work in favour of the same business.
Who does the work
Founder & CEO · Branding and digital marketing
I’m creative by nature and I love working with brands: shaping an idea, designing it and watching it turn into results. I lead branding and digital marketing, and look after social media together with Adoni.
BA (Hons) Advertising & Digital Marketing Communications, University of Greenwich · MSc Digital Marketing, University of West London
Head of SEO and web development
I love cooking, the camera and filming. At work I do the same: I listen, feel what a client wants to get across and turn it into results. I lead SEO and web development, and look after social media together with Ruth.
01
Every project starts with what your company needs. We listen, ask the awkward questions when we have to, and work with the material that already exists before producing anything new.
02
Creativity becomes decisions you can follow: what we communicate, how we show it, and what it makes easier for the person receiving it. If we can’t explain a decision, we revisit it.
How we work
Four phases, each with a different purpose. You know what happens, when, and what we need from you.
01
We listen to your business, review what you already have and agree what a good outcome actually means.
02
We propose a creative answer and explain the reasoning behind each decision, not just the result.
03
We take the idea to the touchpoints where it has to work: website, campaign, social or materials.
04
We review what happens, learn from it and decide the next step with you.