Challenge
Aurora had real engineering depth, but the brand still spoke like a previous-generation ICE car: heavy, conservative, forgettable. A new model was about to launch, the site converted poorly, and dealers lacked a shared digital toolkit.
In 14 weeks we had to do three things at once: refresh the brand, rebuild the website, and ship a digital experience every dealer in the country could reuse.
Strategy
We compressed the brand idea into one word — light. Light is the energy metaphor of an EV, and the grammar of the interface, motion, and 3D materials.
- Replace stacked feature lists with quieter type and more space
- Use flare / edge highlight as design tokens across logo, site, and showroom
- Cut the order flow from 11 steps to 5 — let people see the car first, configure later
What we shipped
A complete brand book, a componentized website, an interactive 3D model, and a dealer portal. The 3D layer uses lightweight glTF with progressive loading so mobile first paint is not crushed by the model.
The order funnel is instrumented end to end: browse, configure, book a test drive, leave a lead. Two weeks after launch we ran two more CRO passes from heatmaps.
Outcome
Site traffic 3.2×, lead conversion +68%, brand affinity +41%. More importantly, Aurora now has a visual system that can travel into retail and the app.