Active Aura
Strategy, Logo Design. Visual Identity & Brand Guidelines
Objective
To create a premium brand identity that positions Active Aura as more than an activewear label. The goal was to build a brand that inspires confidence, communicates purpose and resonates with a community of people committed to becoming the best version of themselves. The identity needed to feel bold, modern and versatile enough to live across apparel, digital platforms and future brand touchpoints.
What we've done
We developed a complete visual identity system that gives Active Aura a strong and consistent brand presence.
Deliverables
- Brand Discovery
- Logo Design
- Brand Mark Development
- Colour Palette
- Typography Selection
- Visual Identity System
- Brand Pattern
- Brand Guidelines
- Brand Application Mockups
- Identity Presentation
Creative Process
Our discovery process revealed that Active Aura exists to empower people to take ownership of their fitness journey through dedication, perseverance and community. That insight became the foundation of the identity.
The logo was developed by combining two stylised letterforms representing the initials "A" while incorporating inspiration from the Vegvisir, a Viking symbol associated with guidance and creating your own reality. Rather than replicating the symbol literally, we reinterpreted it into a clean, geometric brand mark that feels contemporary and scalable across every application. The supporting identity uses a bold sans-serif typeface together with a striking black and neon green colour palette to reinforce movement, energy and confidence.
Results
The final identity gives Active Aura a distinctive visual language that stands apart within the athleisure market.
The new branding delivers:
- A memorable and recognisable brand mark
- A cohesive visual identity across digital and physical applications
- A flexible design system suitable for apparel, packaging and marketing
- Clear brand guidelines to ensure long-term consistency
- A strong foundation for future marketing and product launches
Conclusion
By translating Active Aura's purpose into a simple yet powerful visual identity, we created a brand that feels authentic to its mission while positioning it for long-term growth. The result is a modern identity system designed to build recognition, foster community and support the brand as it continues to grow.