ABOUT

GOALS
Originally a printed publication, the logistics of producing, and distributing a multilingual print publication, worldwide proved its undoing, and AuRA fell into disuse.

For a global company with operations on four continents there was however a clear need for an effective internal publication keeping staff the world over informed as to the group’s progress, instilling a sense of pride, and fostering teamwork.

RESPONSE
I was asked to reinvent AuRa for the digital space, and as AngloGold Ashanti’s brand had recently been redeveloped, I gave the publication a complete face-lift before relaunching.

Going digital had several advantages, such as the ease, and significantly lower cost of production and distribution. Published monthly, AuRa is distributed via email to the global staff contact list - so all staff receive it at the same time without the delays typical of physical distribution.

The look is professional and informal, and the content varies from corporate vision to project progress reports, to user contributed stories of community advances, or individual achievements.

Each issue was designed in English, and then translated into Spanish, French and Portuguese versions using translated text provided. This often meant reworking layouts with a language I did not understand.

Once per quarter the best articles from the preceding three months were chosen, and combined into a printed version distributed to corporate offices around the world for the benefit of visitors to these offices.

OUTCOME
From defunct, expensive, single language, printed publication, to vibrant, stylish global digital publication available instantly in four languages across the globe - the AuRA’s reinvention was a resounding success.