Aurix

Overview

Aurix is a modern automotive company designing electric vehicles around precision, calm performance, and everyday usability. As the company prepared to unveil its first production model, Aurix partnered with Climb to define a brand and create a marketing film that could introduce the vehicle without spectacle—focusing instead on confidence, clarity, and control.

The Problem

Aurix was entering an automotive market saturated with loud claims, aggressive visuals, and futurism-driven messaging. While the vehicle itself emphasized thoughtful engineering and refined driving experience, early branding felt indistinct and struggled to communicate what truly set Aurix apart.

Key challenges included:

• No cohesive brand system to support a major vehicle launch
• Messaging that leaned technical without emotional grounding
• A need to build trust as a new automotive entrant
• Launch marketing that had to feel premium without feeling performative

Aurix needed a brand and film that communicated restraint, intelligence, and credibility—without mimicking established players or leaning on hype.

The Solution

Climb positioned Aurix as a brand defined by quiet confidence—allowing design, motion, and detail to carry the story.

Brand Strategy & Identity

The identity system was built around precision and balance:

• A refined wordmark with subtle geometric detailing
• A muted, high-contrast color palette inspired by metal, glass, and shadow
• A typographic system emphasizing clarity and modern proportion
• A brand voice focused on intention, control, and trust

The system was designed to scale across vehicles, showrooms, digital platforms, and long-term campaigns.

Marketing Film

The launch film avoided traditional automotive tropes in favor of atmosphere and pacing.

• Long, deliberate shots highlighting form, light, and surface
• Minimal narration, allowing sound design and motion to lead
• Subtle focus on the driving experience rather than raw performance stats
• Modular edits created for the website, live events, and paid media

Together, the brand and film introduced Aurix as confident, composed, and purpose-driven.

Project Timeline

• Week 1–2: Brand positioning, messaging, and creative direction
• Week 3: Identity refinement and vehicle application studies
• Week 4: Film concept development and location planning
• Week 5: Production and post-production
• Week 6: Launch support and asset rollout

Total timeline: 6 weeks from kickoff to public reveal

The Outcome

The launch successfully positioned Aurix as a credible new voice in the automotive space.

Results within the first 90 days:

• +89% increase in brand search volume
• Strong engagement across launch film placements
• Positive early press response from automotive and design publications
• High completion rates on long-form film assets
• Increased dealership and partnership inquiries

Most importantly, Aurix gained a brand system designed for longevity—capable of supporting future models, markets, and experiences.

Closing

By leaning into restraint and clarity, Climb helped Aurix introduce a new kind of automotive brand—proving that confidence doesn’t need to be loud to be powerful.