Circus Maximus Creates a 'Human' Brand Identity for Cyber Security Brand Aura

Award-winning branding and advertising agency Circus Maximus has created a distinctly human brand identity for tech company Aura, a digital-security brand that launched this month. Aura’s offering pairs intelligent-scanning antivirus software with an advanced data-enabled technology that uses artificial intelligence to monitor, manage and protect sensitive information.

Aura is a one-stop shop of integrated products that provides enterprise-grade security solutions. Intrusta and Identity Guard’s cybersecurity and identity-theft products give consumers a halo of protection, so they can enjoy the benefits of technology without fear. Aura is a combined business entity formed by iSubscribed and Intersections Inc with partners WndrCo and General Catalyst.

While most cyber-security brands favour a dark, scary vision and a high-tech Matrix message, Aura is treating people like... people. The company’s mission is to pioneer digital freedom for all and enable people to enjoy the benefits of technology simply and without fear. Aura’s brand principles include 'caring', 'human', 'candid' and 'vigilant'.

Circus Maximus created the naming, branding, website, and other materials - from the typography, colour palette, logos, imagery and other assets detailed in the brand style guide to the corporate website where consumers can view Aura’s security services - to complement the brand’s goal of 'simplifying digital security for our modern lives'.

The colour scheme (Sunrise, Nightshade, Peach and Gradient) is warm, natural and accessible with crisp typefaces that are professional yet friendly. The website’s pages are airy - there’s plenty of white space and the language isn’t too lofty. Images show happy, secure and diverse families enjoying the digital world and Aura office mates working to protect consumers from the threat of cyber-security breaches.

Aura uses adaptive technology, so its easy-to-use interface learns from the user to continually improve security and the experience. Its near real-time alerts inform customers, so they can act quickly if their personal information is breached.

Circus Maximus also created the tagline for Aura: 'Your Digital Halo'.

“We know that finding and articulating a brand’s empathy is the key to their consumer appeal, and long-term success,” said Ryan Kutscher, Circus Maximus founder and chief creative officer. “Aura represents how we implement that process in a category that falls into the trapping of fear tactics all too easily. We’re excited for the wonderful team at Aura as they launch this unique brand.”  

Aura provides a host of personal-identity protection offerings, including monthly credit scores and annual credit reports with information from Equifax, Experian and TransUnion, social media insights, dark web monitoring, bank account takeover alerts, cyberbullying alerts and intelligent antivirus scanning.

“Technology has become an ever-increasing presence in our lives,” said Hari Ravichandran, CEO and founder of Aura. “Aura is the digital halo that empowers people with tools, data, notifications, knowledge and relentless customer service to help them use their technology and devices freely.”