Aura Air

Strategic Narrative

Background & Approach

  • While it is common knowledge that outdoor air pollution poses a real threat to our health, few know that indoor air is in fact, on average, 5 times more polluted. Aura Air understood this and in response developed an all-in-one indoor air filtration and purification system designed for the end-consumer.

    When they reached out to us, Aura had a beautifully designed product, but lacked a compelling story that clearly articulated the need for people to purchase it. We worked with Aura to craft a compelling narrative and brand identity. This began with the foundations. We defined their brand positioning as a combination of Nest, Dyson, and Modern Sculpture. Next, after diving into their company culture, we concluded their foundational guiding value to be “empathy for the people [they are] trying to design for,” a central tenant in design thinking articulated by IDEO founder David Kelley. From these two anchors, we crafted Aura’s brand narrative.

    Overall, Aura needed to be relatable and easy to understand. We aimed to communicate sophistication wrapped in approachability and ease-of-use. Consumers needed to feel that Aura would solve a problem that they didn’t know they had, simply.


The Aura Air Brand Story

  • At Aura Air, we believe the act of breathing should be as nature intended. Clean, pure and simple. A constant since birth, breathing sets our life’s rhythm. Inhale. Exhale. Fresh clean air clears our mind and rejuvenates our body without us committing a second thought.

    Unfortunately, air quality today requires our attention. While many of us worry about the air outside, indoor air is in fact five times more polluted. With most of us spending 90% of our time inside, every breath we take is affecting our overall health more than we may realize.

    With a quest to reclaim our natural right to clean air, Aura Air developed the world’s smartest air purification system, an all-in-one solution that cleanses and disinfects your indoor air while vigilantly monitoring its quality in real-time. Cutting-edge in design, Aura is remarkably simple to install and effortless to operate. Just hang it up and plug it in. We do the rest.

    Because breathing shouldn’t require a second thought.

Technology Summary

  • An all-in-one indoor air purification and quality intelligence system, Aura Air filters and disinfects indoor air while vigilantly monitoring its quality in real-time. Aura’s 5-stage patented filtration process removes pollutants, allergens and gases, leaving indoor air fresh, clean and pure. When hazards such as smoke, CO, or natural gas are detected, the Aura system and connected app alert you immediately, providing crucial intelligence as to the origin of the problem, solutions of how to rectify it, and alarms if immediate action or evacuation is required. In addition to keeping you informed of the conditions inside your home, Aura also monitors outdoor air quality, providing you a holistic picture of today and what’s to come tomorrow.

Brand Values


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