The Power of Authenticity: The Case of Aurum
3 Minutes

The Power of Authenticity: The Case of Aurum

Jan 20
/
3 Minutes

The mission of Aurum is embodied in their motto “seek to grow seek aim to inspire.” The essence of all good branding lies in summation and representation. The core of a brands identity must have the capacity to be reduced to a series of fundamental concepts or codified in a phrase like the one above.

This allows for the individual to gain a solid grasp of the brands identity and situate it in a distinct “mental category.” Following this solidification in the individuals mind, the next phase demands representation.

Representation entails embodying the meaning of that identify through brand behavior, presentation, and product. Maintaining this continuity of identity throughout a brand many operations can be difficult, but when the vision is properly formulated, it’s much easier to manage the working parts.

The We Group identified right away that had Aurum many strengths –but perhaps none more undeniable than its ability to represent the truth of its founding vision in all of its operations. What allowed Aurum to achieve this brand coherence? Authenticity.  

Commitment to authenticity demands not just knowing but being. That’s precisely what Aurum does so effectively.Their respective founders are living examples and representations of growth and inspiration. Having overcome political tribulations, war, and social conflict, they know firsthand the value of talent-oriented opportunity. This recognition is reflected in the incredible work they’ve done over the years.  

Since its inception, Aurum has been committed to talent-first opportunity, recognizing that there are wealth of talented individuals looking for a chance to capitalize on their skills. This commitment to opportunity is seen in their impressive and extensive portfolio which includes a diverse array of initiatives that have successfully made an impact within a variety of different economic and communal spaces.

           

Jason Kristofer
Creative Director & Brand Director

For 20+ years, Jason Kristofer has been at the forefront of many of the most innovative and leading brands in the world and has worked alongside brands like Nike, Gucci, Tom Ford, Boeing, Coca-Cola, Joe’s Jeans, Hoorsenbuhs, Diesel & Donna Karan.

The Power of Authenticity: The Case of Aurum
3 Minutes

The Power of Authenticity: The Case of Aurum

Jan 20
/
3 Minutes
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The mission of Aurum is embodied in their motto “seek to grow seek aim to inspire.” The essence of all good branding lies in summation and representation. The core of a brands identity must have the capacity to be reduced to a series of fundamental concepts or codified in a phrase like the one above.

This allows for the individual to gain a solid grasp of the brands identity and situate it in a distinct “mental category.” Following this solidification in the individuals mind, the next phase demands representation.

Representation entails embodying the meaning of that identify through brand behavior, presentation, and product. Maintaining this continuity of identity throughout a brand many operations can be difficult, but when the vision is properly formulated, it’s much easier to manage the working parts.

The We Group identified right away that had Aurum many strengths –but perhaps none more undeniable than its ability to represent the truth of its founding vision in all of its operations. What allowed Aurum to achieve this brand coherence? Authenticity.  

Commitment to authenticity demands not just knowing but being. That’s precisely what Aurum does so effectively.Their respective founders are living examples and representations of growth and inspiration. Having overcome political tribulations, war, and social conflict, they know firsthand the value of talent-oriented opportunity. This recognition is reflected in the incredible work they’ve done over the years.  

Since its inception, Aurum has been committed to talent-first opportunity, recognizing that there are wealth of talented individuals looking for a chance to capitalize on their skills. This commitment to opportunity is seen in their impressive and extensive portfolio which includes a diverse array of initiatives that have successfully made an impact within a variety of different economic and communal spaces.

           

Jason Kristofer
Creative Director & Brand Director

For 20+ years, Jason Kristofer has been at the forefront of many of the most innovative and leading brands in the world and has worked alongside brands like Nike, Gucci, Tom Ford, Boeing, Coca-Cola, Joe’s Jeans, Hoorsenbuhs, Diesel & Donna Karan.