Aura is a revolutionary music streaming service dedicated to celebrating the rich tapestry of African music, where every artist's unique style and emotions shine through without any external influence. It empower African artists, promote diversity, and provide a platform that connects the world to Africa's vibrant musical heritage.
Aura's core value is inclusivity, showcasing a diverse range of African music styles from Afrobeats to Amapiano. We wanted to create an identity that mirrors Africa's multifaceted musical landscape, empowering artists to express their uniqueness. Utilizing simplified colour palettes, Aura's covers vividly portray each artist's identity and music, ensuring authenticity prevails.
The marketing campaign for Aura transcends all channels, leading us to develop designs that effortlessly adapt to OOH (Out-of-Home), social media, artist-generated content, and the aura platform. The launch campaign includes placements in dynamic locations such as New York, Lagos, and Toronto, encapsulating the global resonance of African music's spirit.
We created a motion language that serves dual purposes, functioning as both an introductory animation and seamless transitions between content. Its primary role is to offer a swift preview of the forthcoming content, while, above all, it sets the stage for the grand arrival of what awaits
Each week, Aura spotlights artists who have recently contributed new music to the African playlist. Check out our curated billboard display in the heart of New York City's Times Square
We devised a secondary look for the campaign. Our marketing strategy encompasses all channels, and as a result, we crafted layouts that seamlessly integrate across OOH, social media, and artist-generated social platforms.
As part of the campaign, we extended our creative scope to include merchandise design. Our collection features a range of items, from magazines and bucket hats to plastic ticket tags, each thoughtfully designed to connect you with the heart of the Aura experience.
The branding for Aura was meticulously crafted using a curated selection of 15 colors chosen from Aura's unique brand palette
Photography was used to aid the art direction look & feel, and all of them belong to their respective owners
Client: Aura
Design & Art Direction: FRVR / mmuse studios
Brand Design Director: FRVR / Senior Art Director: mmuse studios
Services: Visual Identity, Art Direction and Branding
