Dancing Auroras

// Creative direction

Logo Branding & Visual Systems

Website Experience

+ Sustainable Packaging design

Creative Direction Intensive

scope of work:

Cohesive Brand Identity,
Custom Squarespace e-commerce Website Experience,
Product Photography,
Social Media Assets,
Expansive Brand Applications,
Sustainable packaging design.

Brand story:

At Dancing Auroras, my passion lies in crafting exquisite handmade adornments that embrace your distinctive style and contribute to a sustainable future. My vision is to design timeless collections that accompany you on life's many adventures, all while mindfully reducing our shared environmental impact. Whether you seek a captivating piece to enhance your collection or a heartfelt gift for a dear one, I'm here to lovingly craft the perfect treasure for you.

This is my passion project and side business!

Logo System

A luminous, nature-rooted brand identity designed to evoke calm curiosity, ethereal quality, and a sense of quiet magical energy that empowers.

Enchanting

Elevated

Empowering

Feels:

sketches & vector element studies

The illustrative elements draw inspiration from organic growth, lunar phases, and sacred geometry. They were drawn by hand and then vectorized in Adobe Illustrator so they could be scaled to any size easily.

final logo lockup with vector graphic elements

These both were used to make custom rubber stamps as a sustainable swap instead of stickers.

final Circle lockup

Circle lockup studies

I developed the visual identity for Dancing Auroras to reflect the brand’s connection to nature, movement, and celestial energy. The logotype balances elegance and mysticism through custom letterforms with connected serif ligatures. While the tagline is a thinner sans serif for contrast.

The branding system was designed to feel both refined and handcrafted, mirroring the artisanal process behind each piece, while remaining versatile across print and digital applications.

Starting with a mood-board I then sketched out some logo options by hand to get a feel for what fit best. I then went into Adobe Illustrator to do typographic studies and refinements. I printed studies out and chose the best option that evoked the emotion I was going for before moving onto refinement stage. The final logos are then expanded and made into vectors so that they can be resized without degrading the quality.

My creative approach:

typographic studies & logo refinements

final 2-line logo variation

final 1-line logo variation with tagline

Social media profile picture

shop pages

Designed on Squarespace with subtle animations and micro interactions that engage without distract from the beauty of its contents. Sections of each page flow seamlessly with wavy dividers that evoke a sense of subtle organic movement.

E-com Website Experience

home page

Using a mostly dark theme to be easy on the eyes while also differentiating the site from competitors that too often have boring layouts with white backgrounds. The colors chosen are contrasted with accessibility in mind and give the site a bold modern feel while evoking the magical and colorful feeling of an Aurora Borealis.

about page

customs form page

Footer

shop pages

Website Graphics

Digital gift card

Web banner graphic for new collection

custom order reservation 
product photo

The brand color palette was inspired by the colorful beauty of Aurora Borealis natural phenomenon. Each safe for web and print applications and allows for many combinations.

Branding Visual System

Several branding materials were intentionally designed to fit within the Brand Identity System providing consistency and allowing for better perceived value and brand recognition.

Business cards
Craft event table signage
Newsletter signup sheet
Digital gift cards
Custom order reserve graphic
Social media graphics
Sales promotions
Web banner graphics
Sustainable Gift-ready Packing Design (all reusable/recyclable/composable & 100% plastic-free)

Sustainable Packing Design

I mindfully designed the packaging to be both gift ready and provide a MEMORABLE experience to open. sensory details include freshly dried lavender in each box or bag. Great intention went into the elegantly eco-friendly design to encourage customers to reuse some packaging and help reduce waste.

As an artisan, environmentalist, and compassionate human, I continuously explore innovative and creative avenues to enrich my Eco-friendly lifestyle. My dedication to sustainable living shines through in my creations, and I strive to offer my cherished customers the confidence that their treasured pieces come from an Eco-conscious business with a minimal environmental footprint.

(all reusable/recyclable/composable and 100% plastic free!)

Included

Care cards with room for personal note on the back *
Custom logo rubber stamp for various applications like:
- Kraft jewelry boxes *
  - Colorful metallic washi tape to seal
- Earring hang tags*
- Bracelet tags *
- Cotton canvas draw string bags
- Water activated tape *
- Recyclable packaging boxes and padded envelopes
- Composable bags for in person markets
Kraft crinkle paper for protective box filler *
Shipping labels thermal printed (without ink) on 100% post-consumer waste shipping labels with a unique Zero Waste liner that is 100% recycled and curbside recyclable. *

*made from post-consumer recycled paper and is fully recyclable 
Mostly sourced from  Eco-Enclose

Reusing is different than recycling (in case you didn’t know)

Recycling means turning an item into raw materials which can be used again, usually for a completely new product. This is a time and energy-consuming procedure.

Reusing refers to using an object again or more than once as is. If you reuse an object its carbon footprint is zero because it actually was already used and otherwise would have been recycled or worse become garbage.