This is a senior thesis project, which involves creating the entire brand identity and collateral for a new company. This includes logo design, product/package design, advertising campaign, website design, social media, and other related assets.
Aurora is a beauty product brand that supports and empowers survivors of domestic violence through the donation of products, starting conversations, and sharing resources. 1 in 4 women experience some form of domestic abuse. Due to the emotional trauma of these situations, many survivors have lost sight of their confidence and self-worth, even after leaving these situations. Research has shown that donations of beauty products, such as lipstick or lipgloss, can serve a very impactful purpose in bringing positive light into their lives and helping women find their own inner beauty once again. However, domestic violence is not a topic frequently talked about in the beauty industry, despite the positive impact makeup can have. This brand uses its platform and position in the beauty industry to bring this topic to a more public light, encouraging conversations and releasing the stigma on this topic; as well as using its products for good by donating select items through each purchase. The main advertising campaign promotes the main message of Aurora’s brand rather than the products itself. It encourages viewers to see their own self-worth and grow in their own confidence. The tagline “I am...” is used in several different ad designs, followed by a series of adjectives with one specific word highlighted. It is phrased as “I am...” so that when the viewer is reading it, they are internally saying it to themselves. This ad campaign is used on several different platforms, like print, social media, and public signage. For large platforms, such as billboards, the copy is reduced to the brand’s main tagline: “For the beauty within.” This is meant to represent how it is not the makeup itself that makes you beautiful, it is simply a tool which you can use to find that beauty already within yourself and build confidence in your own skin.
Through the assessment of the judge panel from my senior thesis presentation, as well as the review of my peers, I learned that this campaign was very successful in expressing the main message of Aurora and capturing people's attentions. The concept of focusing on promoting self-positivity and self-love rather than just the products is able to further express the goal of Aurora and the copy helps in raising awareness towards the issue of domestic violence.