Aurora is a outdoor adventure store from Thunder Bay in Northern Ontario. With four locations across Canada, Aurora specializes in outdoor equipment and apparel for the avid outdoor person. Targeting young to middle aged adults with disposable income, an interest in outdoor recreational activities and high quality premium products, Aurora focuses on quality and sustainability offering a variety of products for camping, hiking, hunting and fishing.
The branding/identity package includes concept development, logo design, social media, packaging, direct mail campaign and website design. Concept development and logo design were part of a group project created with the help of James Robinson and Alex Scheide.