AUREL
Self Iniated Project - November 2026
The Conceptual Brief
This project reimagines the visual identity of my local town council. The aim was to modernise the existing coat of arms and create a clearer, more practical system for everyday use.
The challenge was to retain a sense of heritage and civic authority while improving how the identity performs across digital platforms, public spaces, and official communications.
THE BRIEF
The Approach.
The project focused on modernising the existing coat of arms to better suit contemporary use. The original mark, while detailed and historic, lacked clarity at smaller sizes and across digital platforms. The redesign simplifies key elements of the arms into a more flexible and recognisable form.
The Logo.
The logo is a simplified interpretation of the original coat of arms, retaining its most recognisable features while removing unnecessary detail. This approach preserves a sense of heritage and authority, while creating a mark that is clear, scalable, and suitable for modern applications. The result is a more functional identity that remains rooted in the town’s history.
The Palette.
The colour palette draws inspiration from natural interior materials, combining warm ivory, soft sand, muted stone and deeper earthy tones.
These understated colours create a versatile foundation for the identity, complementing the fabrics, textures and finishes associated with luxury window furnishings.
The Website.
The website was designed to provide an elegant and intuitive shopping experience, placing product imagery and visual storytelling at the forefront. A clean layout, considered typography and generous use of whitespace create a cohesive digital experience, allowing customers to explore collections and discover the AUREL brand.
The Outcome.
The result is a cohesive brand identity that positions AUREL within the premium interiors market, bringing together timeless typography, a considered colour palette and consistent visual applications.
From digital experiences to printed materials, the identity provides a recognisable foundation for a contemporary luxury brand.
