Aurora started as a manuscript with no visual language. We built the brand from the ground up: a custom wordmark, a warm nine-color palette, and a historical engraving illustration style that carries through the book's own chapter art. From there, the identity had to hold up across formats that don't normally share a system — a 212-page printed interior in two bindings, a Webflow website and checkout, email, and social — without drifting.
The launch itself ran through a waitlist: a personal, non-marketing announcement email went out to readers who signed up ahead of release, timed around Kalee's appearance at the "Dear Girls" conference in Memphis.
