Interstate rebrands broadcast media agency Aurora

An “almost-invisible” wordmark and colour gradients based on the Aurora Borealis look to foreground content and reflect the agency’s ability to adapt to client needs.

Creative agency Interstate has rebranded sport, adventure and lifestyle video production agency Aurora to allow the agency to “confidently present” its body of work.

Interstate worked across brand strategy and positioning, and created a new brand identity and visual refresh, a custom-built website and brand implementation for film content.

With a philosophy of Life at full tilt the agency has been working with sports and events for over a decade – creating live, digital, brand and original content for clients such as FIFA, Formula E, The Classic at Silverstone and SailGP. While continuing to produce this work, Aurora is now looking to create original films and documentaries.

Interstate founder and partner Jayne Connell describes “an energetic creative impulse and a desire to do things differently” that allows Aurora to adapt to its “clientele, surrounding environment and audience”.

For the brand refresh, discussions with the client looked at finding a home to confidently present its ten years of work cohesively “and in all its glory”, Connell says. She adds that a new custom-built website was created, while the project also sought to “realign the visual brand with the new strategical direction”.

A key idea behind the design and strategy is “immortalise the moment”. “The light displays of an aurora are never the same”, Connell says, with ever-changing colour, movement and pattern creating “an epic spectacle to experience, perceive and remember”.

The use of colour gradients – moving from black to Solar Red, Atomic Green and Ionised Blue – is inspired by the Aurora Borealis. Its colours, Connell explains, “do not appear as flat, but instead as a spectrum in motion”. These are only used in glimpses, however, “to allow for variety, interest and flexibility in composition”.

The new Aurora wordmark is a bespoke block that has authoritative weight but is still “human with soft edges and considered and elegant typesetting”, Connell says. It manages to be both bold and understated – appearing “almost invisible” and allowing the content “to speak for itself”, she adds.

In terms of typography, Aurora now uses a primary typeface of Riforma from Lineto, while client-based content is given visual distinction using the secondary typeface Archivo Black from Omnibus.

“We are proud of the calibre of our clients and the graphic treatment to introduce them should portray that”, says the Aurora team.

A further element is the AMW team patches, referencing the company’s former name Aurora Media Worldwide. These are used across internal communications and on staff clothing, designed as a “medal of honour for the Aurora team” as they work on projects around the globe.

All images courtesy of Interstate.

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