Aura Moreno is a brand designer from Bogotá, Colombia that offers a comprehensive and responsible service focused on branding supported by illustration, photography and packaging. She's passionate about subtleties that can make a design unique and she's convinced that research, a concept and a story to tell are fundamental.

The project consisted in conceptualizing and developing her new visual identity in a process involving Aura and her personality. The last letter of her name, "a", and the first of her surname, "m" make the first person conjugation of the verb be in English, "am".

The result must be recognizable and consistent throughout all its communication and reflects Aura's design philosophy.