Aurity Website on Mobile
Aurity Website on Desktop
Aurity Website on Desktop
Role: Marketing & Design Director
At Aurity, a forward-thinking software development company based in London, I led a company-wide brand transformation initiative that merged design leadership with product strategy, customer insight, and Agile collaboration. The goal was to reposition the company in the market to reflect its true innovative capabilities and speak directly to the evolving needs of our client base.
Project Objective
To align Aurity’s digital presence and brand identity with its core product offerings, emphasising technological expertise, Agile delivery, and client-first value propositions.
My Responsibilities
Product-Led Brand Strategy: Defined a new brand narrative rooted in customer outcomes and Agile product development principles. Ensured alignment between what we build and how we present it to our clients and users.
Cross-Functional Leadership: Collaborated closely with engineering, sales, and executive teams to understand client needs and market positioning, and translated those insights into clear messaging and brand architecture.
Design Leadership: Directed a team of designers, ensuring the execution of a consistent visual identity and UX that reflected our strategic positioning.
Customer-Centric Messaging: Refined communication strategies by focusing on user and buyer personas, ensuring our messaging addressed pain points and clearly articulated product value.
Challenges Tackled
The core challenge was to translate a technically strong yet fragmented offering into a cohesive value proposition, both visually and strategically, that could scale across different digital channels and resonate with target audiences ranging from CTOs to non-technical decision-makers.
Key Strategic Initiatives
Persona-Driven Messaging: Mapped and prioritised client segments, focusing on their goals, pain points, and decision journeys to tailor content and visuals accordingly.
Agile Delivery Mindset: Introduced iterative feedback loops across brand and messaging work, engaging stakeholders regularly and validating changes through team retros and client interviews.
Modernised Visual Identity: Led a visual redesign using bold colour palettes and dynamic design patterns that signalled innovation, confidence, and clarity.
Collaborative Delivery Culture: Fostered continuous collaboration between design, product, and tech teams integrating brand vision into product delivery frameworks.
Results & Impact
The rebrand led to a measurable uplift in both inbound client interest and cross-team alignment on product vision. The new positioning strengthened Aurity’s perception as a trusted, modern tech partner capable of delivering Agile, high-performance software solutions. It also created a foundation for more strategic product storytelling and scalable go-to-market initiatives.