Aura
Aura was a lender who provided affordable, credit-building loans to working families in America. Aura offered loans directly to customers through the Aura website but its main channel was through partnership stores and agents across four states.
Aura’s former brand was a white label. The company rebrand yielded no assets aside from a very colorful mural and a logo. My challenge was to create a look and feel that was distinctive in a sea of financial products and convey the vibrance of the Latinx culture we were serving while being inclusive and diverse. Another aspect was to build recognition while keeping our users’ perception as positive as possible even if declined for a loan.
Our colorful brand (literally and figuratively) embodied the richness of the Latinx culture we served.
From the use of color to our voice and tone, we wanted our customers to feel at home, at ease, and trust that Aura was there to help.
Aura website
The consumer website was a joint effort with Brittany Pepper, Senior Product Designer. We tackled this project from scratch – navigation to writing marketing copy, getting branding approved internally, engineering and legal disclaimers we collaborated with many teams and stakeholders.
Responsive layouts
When developing the site, my responsibilities included designing type styles, responsive layouts, and templates across multiple breakpoints to ensure the best experience for our web users.
Aura Cash
Aura loans were mostly distributed in cash or electronically. To relieve the stores of having to distribute cash, we were working on way for funds to be immediately available for users. Aura Cash cards would be used as a debit card and offered in a variety of styles from which customers could choose.
Aura Posters
Aura’s presence in stores had to grab the attention of our customers in the most challenging of circumstances. Busy walls. Partner stores had a lot of products to promote, so making the best use of our real estate was paramount.