The transformation to Arura was a bold rebranding project aimed at aligning the identity with its core audience – youth groups, schools and community stays. Brand Action developed a vibrant, contemporary visual language that speaks directly to group energy and connection. The name Arura is distinctive, memorable and free of geographic limitations, giving the brand room to grow. Visually, the design is youthful and engaging, built around clean typography, playful icons, and a modular colour palette that reflects diversity and fun. The brand roll-out included signage, collateral and a digital presence that’s fresh, approachable, and perfectly pitched to a dynamic group market.