Work / Aurora
Aurora
Repositioning a challenger bank for the next decade
+58% share price in 12 months
Client
Aurora
Industry
Fintech
Services
Brand Strategy, Visual Identity, Digital Product, Motion
Year
2024
01 — The Challenge
Aurora built its reputation as a scrappy challenger bank, but the brand that won early adopters was now holding it back. As it courted enterprise clients and prepared for a public listing, the identity felt juvenile, the digital product fragmented, and the story unclear. Aurora needed to look like the category leader it was becoming — without losing the energy that made it loved.
“We had outgrown our own brand. We needed to feel inevitable to a CFO and exciting to a founder — at the same time.”
02 — The Insight
The opportunity was not to abandon the challenger spirit, but to mature it. We reframed Aurora around a single idea: money in motion. Finance is not static — it flows, compounds and accelerates. That became the strategic and visual engine for everything that followed.
03 — The Work
We rebuilt the brand from its foundations: a confident new wordmark, a kinetic identity system expressing money in motion, a restrained editorial palette, and a unified design system spanning the marketing site, mobile app and internal tools. Motion principles tied every surface together, and a comprehensive guidelines platform let Aurora’s teams move fast without drifting.
Fig. 01 — Aurora system
Fig. 02 — Aurora system
Fig. 03 — Aurora system
The Impact
Results that move the business.
Share price 12 months post-launch
Increase in enterprise leads
Brand consideration (tracked)
Drop in support tickets after app redesign
Within a year of launch Aurora completed its largest enterprise deals to date and entered its IPO window as a recognised category leader.
Picasso did not just redesign our logo — they reframed how the market sees us. The new brand paid for itself within a quarter.
Elena Fischer — Chief Marketing Officer, Aurora
