A name from the stars
We combined Aurora Borealis and Polaris to form Auroris. But when we went for our key art image we looked from the Big Sky to the Big Screen and took inspiration from classic movie’s such as Close Encounters.
Challenge
LiteGear approached us with the challenge of introducing their groundbreaking full-color overhead lighting system, to the film and television industry. The product represented a total departure from conventional lighting, offering unprecedented color precision and control in a lightweight, versatile design. Our task was to create a name, brand identity, and launch strategy that not only showcased the technical superiority but also communicated its transformative potential to an audience that thrives on innovation and practicality.
Approach
Our approach began with naming the product “Auroris,” a blend of “aurora” (as in the aurora borealis) and “Polaris,” the bright white North Star, symbolizing the product’s dual lighting functions—vivid color versatility and crisp, pure whites. To bring the brand to life, we designed a launch strategy centered on practical innovation and ease of use, key concerns for production crews. The website animation walkthrough focused on demonstrating Auroris’ streamlined setup and breakdown process, showcasing how the product simplified workflows while delivering cutting-edge lighting capabilities. This emphasis on both innovation and functionality ensured the brand resonated with industry professionals and creatives alike.
