About Aurora
Big perspective, culture-led strategies for ambitious brands to catapult them into growth.
The Aurora; a force that captivates and inspires
It’s where magic and science meet, where the wonder of the unknown fuses with the precision of strategy. Like the Aurora’s light in the night sky, we’re here to illuminate the way forward, guiding brands toward bold new horizons.
Our thinking is magnetic, drawing people in with its richness, excitement, and vitality. It’s about looking up — seeing beyond the immediate, envisioning what could be, and reaching for the stars. Just as the Aurora dances across the sky with colours that seem to shift and evolve, so too does our approach: always alive, ever-evolving, and rooted in a sense of wonder.
This philosophy connects perfectly with our approach to branding — one that is defined by stargazing and glow-ups. By gazing beyond the ordinary and embracing transformation, we help brands step into their full potential, lighting up the world with a brilliance all their own.
The Glow Up: A bold new era for your brand
A Glow Up isn’t a rebrand. It’s a brand elevation.
It’s what happens when you stop playing safe, start showing your full self, and finally let your brand shine with unapologetic confidence.
In the world of branding, a Glow Up is more than a fresh coat of paint. It’s a transformation that comes from within — aligning who you are with how you show up in the world. It’s strategic, expressive, and deeply intentional.
Glow Up branding is about:
Turning outdated perception into magnetic presence
Swapping sameness for personality and punch
Evolving from "nice" to necessary
Reclaiming relevance, resonance, and radiance
This approach is for brands that have outgrown their old clothes. For leaders who know the business has evolved — and now it’s time for the brand to catch up.
Because in a market full of brands playing not to lose, a Glow Up brand plays to own the spotlight.
It’s not just a change. It’s a rise. A reveal. A reintroduction.
This is your Glow Up moment. Own it.
Aurora-Powered Campaigns: Igniting Authentic Growth
Aurora-powered campaigns harness your greatest asset: your people. When your team is aligned with your brand’s purpose, they ignite the spark that turns your vision into a dynamic movement. These authentic connections fuel organic advocacy and spread like light in the dark, reaching audiences with genuine, lasting impact.
By placing people at the heart of your strategy, we amplify your message and create a culture that drives brand momentum. Let your people power your brand, turning every message into a beacon of authenticity and purpose.
The Yin & Yang of CMO and Agency Leader
Founded by two of the UK’s leading brand and marketing strategist; a collision of global brand CMO with Agency Director, Aurora bring vast experience and deep understanding of leading major brand transformation from both perspectives. The ideal consultancy mix to support clients navigating the challenges and opportunities of growth.
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Co-Founder, CEODawn brings a bold, visionary approach to brand transformation and has been a known face in marketing for more than 25 years having led major transformation and commercial impact for some of the World’s biggest entertainment brands.
She served as Vice President of Marketing at Universal Pictures and UK Marketing Director at Nintendo UK, where she led the UK’s most transformative period in video game history.
Dawn oversaw the record-breaking launches of the Wii, Nintendo DS, Brain Training, and Wii Fit, achieving the most successful phase in Nintendo’s 110-year heritage.
As the only female on Nintendo’s global leadership team, Dawn played a pivotal role in shaping the entertainment landscape.
A master strategist, Dawn has spearheaded over 50 high-profile film and TV launches, including Despicable Me 2, Les Miserables, and Downton Abbey.
In addition to her executive leadership, Dawn is a passionate advocate for gender equality. She is a long-standing member of WACL, where she has chaired the national mentoring program, Talent Sessions and is now leading the creation of WACL North.
She has also consulted for and served on the boards of several dynamic UK start-ups in the creative and digital sectors.
A proud Scouser, Dawn lives in Liverpool with her husband, son Milo, and Snips the Beagle.
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Co-Founder, Chief Creative & Strategy Officer
Valerie blends visionary thinking with cultural insight to craft transformative brand strategies. With over 25 years in the digital and advertising industries, Valerie is a master at seeing the bigger picture — gazing beyond the present to envision the extraordinary. Her work spans both digital strategy and creative leadership, and she has led breakthrough campaigns for global brands including MSN, AMEX, Nestlé, Ford, and Deloitte.
Valerie’s journey began in the early days of the digital revolution, with pioneering work in UX and copywriting roles at Ogilvy and WPP. Her leadership helped launch iconic brands and digital experiences, including the first ASOS website and collaborating with Pete Townshend on a project to elevate new artists through digital innovation.
Her work has had a lasting impact on global brands such as Universal Music, The British Council, and Primark, guiding them through transformative brand and creative journeys. As Head of EMEA User Experience at Bank of America, Valerie also brought her expertise to the financial sector, designing seamless and impactful digital experiences.
In 2021, Valerie co-founded Aurora with Dawn Paine, bringing their shared vision to life — a global agency that harnesses culture and community to create ideas that shape and change the world. This ethos was on full display in their multi-award-winning #HelpUkraineSong initiative, a global movement that united audiences through music and arts during Eurovision 2023, reaching over 450 million people worldwide.
A passionate music enthusiast with a rich background in performing and journalism, Valerie’s deep connection to culture continues to fuel her approach to brand transformation — turning ordinary ideas into powerful, purpose-driven movements.
Your international bridge…
We are experts at helping brands bridge into new territories, whether that be seeking out new international market potential, delving deep into local audiences and culture, creating relevant global to nuanced local strategies that will land with impact - and using our
We bring our deep cultural understanding to help international brands find their relevance in Europe & the USA, and to help UK brands go global.
We have had great success taking local brands into new, often niche markets - deploying our culture led approach with true deep consideration helping them communicate well and enter markets in the right way to cut through competition and captivate their audiences.
Super collaborative, we work with you to forge craft powerful, strategically-led brands and marketing - that helps our clients re-find their Mojo, delight their audiences and surpass their competitors.
Proudly female founded, we are deeply passionate about gender equality. We work closely with our clients and community on EDI - delivering strategy, events, mentoring - and we support women on their career pathways in the advertising industry.
