Aurora - Strategic brand development with AI integration

About this project

As part of this project, a comprehensive brand and product strategy was developed for the launch of a newly positioned fashion brand. With Aurora, the aim was to create a future-orientated brand that offers a unique, digital, technology-supported shopping experience.

Customer Experience Strategy

The process began with an analysis phase in which target group needs, market potential, the competitive environment, cultural and technological trends were examined in detail. Based on these findings, a precise customer journey map was developed that strategically maps all relevant touchpoints between customers and the brand and served as the foundation for the further design.

AI as brand DNA

Particular attention was paid to the integration of artificial intelligence to enable a highly personalised and seamless shopping experience along the entire customer journey - from the digital fitting room to individually curated product recommendations and premium delivery. We have developed a AI based digital style consultant that acts as a personal voice, seamlessly linking advice, inspiration, and service. Every touchpoint – from the initial digital experience to the moment of unboxing – has been consciously designed as an experience.

Digital Prototyping

At the heart of the project is a prototype that brings together the brand identity, product direction and customer experience in a consistent, tangible overall concept. The strategic direction was specifically tailored to the needs of a discerning, luxury-oriented target group.

Conclusion

The result is an innovative brand and service concept that combines digital with emotional brand experience. It’s an approach for new standards in the luxury fashion sector and positions the brand as a pioneer in the field of tension between exclusivity and technological innovation with AI.

Co-operation project with Richter lighting technologies GmbH