Aurion Rebrand

Aurion is Australia’s leading provider of payroll software and managed services. Founded in 1985, they have been supporting Australian businesses for over 35 years and are part of one of the world’s largest HR service providers, RGF Staffing Group. With over 360,000 people who use Aurion everyday, they operate across a wide range of sectors, including: not-for-profit, professional services, education, health, government, retail and manufacturing.

In a drive to grow market share to become the go-to payroll and HR solution for Australian businesses, Aurion required a brand refresh to better reflect a modern tech company and their innovative product. Davidson was commissioned to clearly define the value proposition, create consistent go-to market messaging and develop a new brand identity that would create a unified visual language across all channels.

With the brand purpose defined as, ‘Here to help business thrive’, we repositioned Aurion with a clear point of difference: ‘Making the complicated, uncomplicated’. This taps into Aurion’s provision of a range of flexible, compliant and proven solutions that take the risk and complexity out of payroll and HR. Saving time, money and effort to enable business owners to focus on growing their business.

Davidson created a brand identity for Aurion that is a contemporary symbol of innovation. In a geometrically-simplified monogram ‘A’ made from data lines, the identity captures the brand’s mission to make data simple with a human touch. Paired with a tech-purple, bright orange and neutral charcoal, the Aurion brand stands out from their competitors while remaining professional, approachable and knowledgeable. Bold and iconic illustrations speak to their services in a clear, visually engaging manner that is smart and intelligent. This is combined with people photography to build a visual language that is innovative yet human and knowledgeable yet approachable.

“I want to say a big thank you for everything that we’ve achieved together over the last 12 months. Our brand has changed so much and greatly for the better! Thanks again and it’s been a pleasure!” – Reianna Vercoe, Product and Marketing Manager