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Auren

About

A designer who sweats the small things

Brand sketches and colour swatches spread across a designer's desk
Auren Studio, east LondonEst. 2020
Portrait of Aurelia with red hair against a muted background

Aurelia in the studio, east London

Story

Auren is my independent practice, based in a light-filled studio in east London. I work across identity, web and product, always starting with a simple question: what should this feel like?

I began at a small branding studio sketching logos at night, and learned that good design is mostly clarity and patience.

“Clarity is the most generous thing a designer can give.”
Aurelia Voss, designer and creative director

Today I take on a handful of projects a year, so each client gets my full attention, from first sketch to final detail.

Principles

  • 01

    Start with the idea

    Before anything is drawn, I want to know what is worth saying.

  • 02

    Keep it human

    Good design feels warm, clear and easy to live with.

  • 03

    Finish with care

    Every pixel, margin and transition gets looked at twice.

Process

From hello to launch

Four clear stages, one person from start to finish, and no handovers in the middle.

  1. 01

    Hello

    A short call to understand your goals. Reply within a day.

  2. 02

    Concept

    Moodboards and first routes within a week.

  3. 03

    Design

    Focused rounds of feedback until it feels right.

  4. 04

    Launch

    Handover, guidelines and support after going live.

Timeline

The long way round

  1. 2020 to now

    Independent Designer & Creative Director

    Auren

    Brands, websites and products for a small circle of clients, with every project led and made by me.

  2. 2018 to 2020

    Senior Designer

    Northlight Studio

    Led identity and web projects for cultural clients and learned to run a room full of opinions.

  3. 2016 to 2018

    Brand Designer

    Pell Street

    Built brand systems for food, fashion and hospitality, and fell for typography for good.

  4. 2013 to 2016

    Junior Designer

    Fold & Press

    Print, packaging and endless type specimens at a small independent press.

  5. 2011 to 2013

    Design Intern

    Esh Studio

    Sketching logos at night, tidying files by day and learning what good feedback sounds like.

Toolkit

Thinking

  • Ideas stay loose on paper, so I can throw away ten of them without feeling attached.

  • The right typeface sets the voice of a brand before anyone reads a word.

  • Screens lie about colour. Paper swatches keep every palette honest from screen to print.

Making

  • Where layouts, design systems and client reviews all live in one shared place.

  • For objects, light and textures that would cost a fortune to build for real.

  • Every transition gets timed and tested here before it is built for the web.

Workspace

Tap the gold points to look around.

The Auren studio: a cork board of brand sketches and colour tests above a white desk with a laptop, phone and drawing tablet, beside a bright window

Swipe sideways for the whole room.

Recognition

Moments that meant a lot

  • 2025Brand of the YearDigital Craft Awards
  • 2025Studio to WatchLondon Design Guild
  • 2024Interactive Site of the YearWeb Excellence Council
  • 2024Rising DesignerFrame International
  • 2024Best TypographyPrint & Pixel Awards
  • 2024Best PortfolioUK Designers Association
  • 2023Storytelling PrizeNorthern Lights Awards
  • 2022Emerging TalentLondon Arts Network
  • 2021Identity ExcellenceWorld Design Forum
  • 2020Designer to WatchEuropean Creative Awards

Worked with

  • Halden
  • Oriel
  • Maison Tevre
  • Kōra
  • Fenwick & Dale
  • Lumen Row

Work

Curious about the work?

View projects

Questions

  • Brand identities, websites and digital products. If it needs a clear idea and good taste, it is probably for me.

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