A complete overhaul of brand, web, and ways of working
Summary
- Challenge
Aurora Innovation wanted to create more structure in their marketing efforts, fully leverage HubSpot, and simultaneously modernize their brand and website. The goal was to shift their position from telephony to a communication platform and strengthen the Aurora Innovation brand.
- Solution
Smarkify acts as an extension of their marketing team. With a MaaS solution, Aurora Innovation receives ongoing support with HubSpot, copywriting, design, and project management. They have also completed a rebranding and website project focusing on a holistic approach, messaging, structure, and WCAG requirements.
- Result
A more modern and clearer identity that has fostered internal pride and stronger positioning. A more user-friendly website with more clear entry points and forms linked to HubSpot flows.
Background and Challenge
Aurora Innovation is a health tech company, founded in Uppsala, with a clear mission: to improve access to care for patients while simultaneously reducing stress and increasing control for healthcare staff. 70% of Sweden's population connect with healthcare through their communication platform Aurora teleQ. The solution handles everything from telephony, scheduled callbacks, video, chat, web forms, cases, and AI-based services such as transcription.
"We truly want to be the hub for all communication with healthcare, and gather all these contact attempts into one single platform. Our goal is for it to be easy for patients to get in touch with healthcare – and at the same time just as easy for healthcare staff to manage all incoming cases," says Lisa Öhberg, Marketing and Communications Manager.
When Lisa started at Aurora Innovation, there was neither an established marketing team nor clear processes. Marketing efforts were under development and had for a time been driven by consultants, with much being handled manually. To create order, HubSpot was implemented, but some aspects were missing during the implementation, which meant the tool didn't deliver the intended effect.
"We had the system, HubSpot, in place, but it turned out we hadn't quite thought through the setup and routines from the start," says Lisa.
At the same time, there was a challenge with the company's market position; Aurora needed a brand repositioning. Aurora teleQ was very strong as a product brand, but Aurora Innovation as the company name and "main brand" had more untapped potential.
Solution / About the Collaboration
Smarkify was brought in to maximize the value of HubSpot
When HubSpot needed to be reconfigured, Lisa chose to enlist Smarkify's help. After that, the focus was on creating everyday value, not just having a tool in place.
"You can have a fantastic tool, but if you don't use it correctly and input the right content, it's not worth much," says Lisa.
After a successful implementation, Aurora decided to continue collaborating with Smarkify through a MaaS.
MaaS: An external team that feels in-house
Aurora chose a MaaS setup to gain continuity, flexibility, and access to multiple specialist competencies without the need for procurement or recruitment. With a fixed hour bank and a clear weekly structure, they can quickly adapt to different needs depending on current priorities.
"We have an hour bank of 50 hours per month. Every week, we check in with our project manager and discuss our status and needs, and she staffs accordingly," says Lisa. "This can range from HubSpot assistance to Go-to-market projects, campaigns, or events where both a copywriter and designer are involved."
The Aurora team describes Smarkify as functioning like an extra colleague, consolidating several specialist roles.
"Smarkify is our external team, but we collaborate so closely that it sometimes feels in-house. They are a great sounding board and help us maintain speed in deliveries, as well as quality," says Fredrik Thor, Project Manager.
"We work so closely together. Smarkify understands us and what we want to deliver. It's incredible. We are never dissatisfied with any delivery. It's so easy to work together. They are always available," says Sofia Jonson Stamfält, Product Marketing Growth Manager.
Rebranding and new website as a holistic project, not an isolated WCAG job
Aurora revamped its website in 2022, but in 2025, they wanted to take a fresh approach and ensure the website truly supported the business.
"We have a strong position in telephony and telephony-related services, but Aurora teleQ is so much more; it's a complete digital communication platform, and that breadth isn't reflected in either teleQ or Aurora Innovation. We therefore wanted to transition from being seen as a telephony platform to a communication platform, while also modernizing our graphic profile," says Sofia.
The need for a new website was partly driven by WCAG, but the project grew beyond that.
"Our website actually didn't comply with WCAG rules, and we felt we needed to do something about it. It was Smarkify who pushed for it not to be just a WCAG project, but for us to take the opportunity to look at design and messaging and take a holistic approach," says Lisa.
"Without Smarkify, we would never have managed. Smarkify organized everything so it became clear what all involved parties should do. The web agency does this, Smarkify does that, and so on. And it became clear what was needed from us. That made us feel 'okay, we're going to get this done!'" Lisa continues.
Smarkify also took clear responsibility for the preparatory work before the WordPress development was initiated, which enabled the team to push the project through.
“Smarkify developed the entire framework, design, and content structure, which also went hand in hand with the new branding. We've worked with them on a MaaS project before, where we met their individual experts, but it was really cool to see all their competencies converge into one web project," says Lisa.
"Don't just allocate a small 10-hour monthly budget... dare to make a real investment, then evaluate quickly and adjust as needed. 50 hours a month for 10 experts isn't expensive."
Lisa Öhberg
Marketing and Communications Manager at Aurora Innovation
Results
The new website became a business tool
The rebranding and new website were more than just a design upgrade. For Aurora Innovation, it was clear proof that their marketing efforts were genuinely moving the company forward.
"As a marketing team, we were able to contribute something that truly aids in the shift and 'repositioning' the company is undergoing. How we communicate and present ourselves. It's a very important step," says Lisa.
The previous website was difficult to navigate and unclear in its presentation.
"The old website was difficult to navigate. Now it's much clearer, more modern, and easier for visitors to find what they're looking for," says Lisa.
"It takes fewer clicks to get where you want to go. Previously, you had to understand the website to find your way," Fredrik adds.
Sofia also highlights how the structure is now more clearly linked to the customer journey and the company's various customer groups. At the same time, the project was about more than just the website.
"It was a holistic concept. Not just the website, but also the intranet, logos, PowerPoint templates and other templates, trade show booth designs, printed materials, etc. Smarkify modernized our entire brand," says Fredrik.
The web has now become a concrete business tool.
"I was in a meeting where our CEO was presenting to a partner and used the website to showcase our customer groups and our offering. That's when you know it's doing its job," says Lisa.
More entry points and better flows in HubSpot
In parallel, the HubSpot structure has been strengthened. More CTAs and forms are linked to workflows that automatically forward leads to the correct salesperson.
"Our forms are in HubSpot, linked to the website, and go directly to the right person. It works perfectly," says Lisa.
The team also feels they have a better understanding of the funnel and follow-up.
"We're looking more closely at how we follow up on a funnel, when MQLs come in, and where they drop off," says Fredrik.
The result was an external boost and internal pride. A more modern positioning, clearer structure, and marketing efforts more closely aligned with the business.
Why MaaS worked for Aurora Innovation
Aurora Innovation describes the MaaS approach as a clear contrast to classic agency processes with a long strategy phase before anything happens.
“There was no need for a long learning curve that we had to pay for; Smarkify is pragmatic. You just get started and get value right away,” says Lisa.
Another reason for the successful collaboration is that marketing is seen as a revenue-generating channel that you should dare to invest in.
“Don't take a small time bank of ten hours a month… dare to make a real investment, then evaluate quickly and adjust as needed. 50 hours a month for 10 experts is not expensive,” says Lisa.
And the successful MaaS continues. Aurora Innovation and Smarkify are now planning to visualize the value of Aurora teleQ in a broader healthcare context.
“We want to visualize the value of teleQ for more target groups, which actors exist, and how we connect in the ecosystem where teleQ is the hub for healthcare contact. It feels like a big challenge, but I believe Smarkify will manage it,” says Lisa.
