Brand development, identity and logo creation, and creative strategy are the core of the many Communica strategic and creative services that informed the international launch of Auria Solutions, a new leading global supplier of automotive acoustical and textile solutions. A joint venture formalized between International Automotive Components (IAC) Group, and Shanghai Shenda Co., Ltd., the Auria launch coincided with press and industry days at the IAA Frankfurt Motor Show in September.
“Our products are well-suited for the future of the industry,” said Brian Pour, president and CEO of Auria. “As vehicles move toward more electrification and hybridization, lighter weight materials and a quieter cabin will become even more important, while car-sharing and ride services will require more durable flooring and trim materials to withstand increased use. Communica helped us position our brand with an intelligence and sophistication that generates awareness and interest that leads to progressive collaboration with our customers.”
The Auria campaign utilized a wide variety of Communica’s integrated services, beginning with the naming and logo design, brand positioning, creative strategy, the creation of the advertising launch campaign and strategic global media planning and placement.
“It was an exciting experience to be involved in the creation of a global automotive brand from the very beginning,” said David Kanarowski, senior vice president of Communica. “We were able to focus all of our experience and expertise in the automotive arena to make the new brand engaging and compelling from the onset.
The U.K.-based Auria is headquartered in Southfield, Michigan, and Düsseldorf, Germany, and operates 21 manufacturing facilities and four technical centers in 10 countries along with operational control of three joint ventures across China, South Africa and the U.S. The company estimates it will employ approximately 7,000 people and supply all of the world’s global automakers, as well as several regional manufacturers. Auria’s automotive product lines will include highly engineered soft trim and acoustical solutions focused on creating the comfortable automotive interior environment customers demand.
Founded in 1988, Communica is a mid-sized, agile agency with a national and international brand roster headquartered in Toledo, Ohio. The agency integrates marketing communications across disciplines of brand building, creative development, public relations and any other medium that makes the marketplace stand up and take notice. Communica supports its clients through satellite offices in Columbus, Ohio; Charlotte, North Carolina; Detroit, Michigan; and Shanghai, China.