across ad channels
Elevate the look and feel of a premium product in the DIY consumer market to appeal to the growing demographic of younger, more style‑conscious buyers.
Strategy & Approach
The new look and feel centred around two main objectives: a simplified and refined look to reflect the premium personality of the brand, and a logo and colour palette optimized to reproduce well at all sizes in digital and print media.
Inspired by easy‑to‑use and stylish consumer brands (such as Nest and Dyson), careful selection of type and imagery shifted the focus to the product. New photography showcased the product in use without relying on typical backyard lifestyle imagery.
The Aura website was redesigned with priority given to navigation, colour and clear presentation of information. Expanded, clearly structured pages showcasing large lifestyle photography shifted focus to the product.
Redesign of the product packaging provided a better view of the tiles and presented necessary information in a clearly organized layout that made use of iconography, larger lifestyle imagery and emphasis on product features.
A paid media strategy using social ads (Facebook & Instagram), targeted ads (Google Ads & Pinterest) and YouTube pre‑roll videos was developed to support the rebrand.
Since the launch of the redesigned brand, Aura Outdoor Living’s market share and revenue has grown, driving sales growth by 63% year‑over‑year.
The paid media campaign had great success on YouTube with a view rate of 70%. Ads on the digital ad channels experienced an average conversion rate of 6.37%.
Additionally, Aura has been able to secure multiple net new retail sales agreements with organizations including leading North American brands and European DIY specialists.
“Creative Guild was a key partner in relaunching the Aura brand. As the creative lead they effectively and efficiently brought new life to our product lines and have helped us achieve success throughout North America.”
Michael Shisler, National Sales Manager, Gracious Living Innovations