Brand Guidelines
Developed from the ground up alongside Cannabis Act (Bill C-45), Aurora’s brand guidelines brought clarity to a rapidly shifting regulatory landscape. Distinct visual identities and tone of voice were defined across Corporate, Adult-Use, and Wellness, each tailored yet fully compliant. A cohesive design system unified all three, creating a scalable foundation that balanced flexibility with consistency and enabled a clear, confident brand presence across every touchpoint.
Out-of-Home Advertising
As legalization (10/17) approached, an ad war erupted on posters and billboards across major Canadian cities. Aurora maximized brand recognition by teasing passersby with the Brand Anthem’s imagery. The commercial’s iconic scenes were translated into still-frame ads, underscoring Aurora’s ubiquity and leadership within the industry.