Aura HR
STRATEGY • BRAND IDENTITY • WEBSITE DESIGN • UX/UI DESIGN
Crafting an identity that cares about employees.
Aura is a mental health benefits platform designed to sit at the intersection of employer accountability and employee privacy. I developed the brand strategy, name, and visual identity — building a system around a bold orange primary, soft lavender and periwinkle accents, and a mint highlight that together feel warm and human rather than clinical. The result is a brand that can speak to two very different audiences at once: HR teams who need data, and employees who need to feel safe.
A safe place to land.
Working from Figma → Framer, I created an empathetic B2B landing page. The page speaks to both buyers and end users, leading with employee trust before introducing the HR value proposition, and uses a custom illustration set throughout to keep the tone grounded and expressive rather than generic.
Pitch a product.
To bring the product to life for the landing page, I concepted an HR benefits dashboard and a four-screen mobile onboarding flow. Neither of these were fully designed products, but they serve as convincing visual touchpoints that communicate the dual-audience nature of Aura. The dashboard focuses on utilization and ROI data with a deliberate privacy-first framing, while the mobile screens walk employees through a warm, illustration-driven onboarding experience that establishes trust before asking for anything personal.
Like what you see?
If you're looking for a strategic creative partner to shape your brand, website, or product experience, let's make something people won't forget.