Go Back

Aurm Visual Identity System Development

Client

Aurm

Agency

Aflog | Content Marketing Agency

Services

Creative Direction • Visual Identity • Social Media Strategy • Art Direction • Content Production • Prompt Engineering

About the client

Aurm is a luxury vault service for rare and high-value assets ranging from art and couture to collectibles and precious metals. It operates at the intersection of security, heritage, and design. The brand needed a system that communicated exclusivity without relying on cliché luxury tropes.

This project focused on building a visual identity system that could function across social content, digital platforms, and branded communication, all while maintaining a consistent tone rooted in scarcity, cultural relevance, and protection. Every design decision from grid structure to color depth was made to position Aurm as a brand of legacy, not just luxury.

Visual Direction — What & Why

The visual direction for Aurm was built around the concept of “preserved rarity.” Every asset was treated like an object behind glass—framed, spotlighted, and untouchable.

Key visual decisions included:

A black-dominant palette with layered textures like stone, crystal, and metal
Low-exposure lighting and spotlight gradients to simulate vault interiors and museum lighting
Monospaced + editorial serif typography to contrast heritage with precision
4x4 grid layout system to ensure modularity across post types
Controlled use of glow, blur, and distortion to imply secrecy, tech, and exclusivity

Why

Aurm is not a lifestyle brand it’s a legacy brand. The design needed to feel inaccessible by default. By visually positioning every item as rare and culturally significant, we reframed Aurm from just “vault storage” to a cultural guardian.

This direction also built in scalability ensuring future content could evolve within the system without diluting the brand’s luxury tone or visual precision.