A sense of belonging and a strong identity are essential ingredients for creating a successful community.

However, common attempts at strengthening a place's identity have so far been limited to the provision of public art, distinct street furniture and the use of logos and signage. Although these provide places with a distinct visual feature, they play little part in the real identity and feel of an area.

Aurea is a measure to tackle the lack of attachment and sense of belonging that residents may feel towards their neighbourhood, by giving the area a stronger and more positive identity.