AuraLast

Where Wood Meets Its Forever Finish

“AuraLast” blends the idea of an invisible shield (“Aura”) with long-lasting durability (“Last”). The name suggests deep, enduring defense that preserves the natural beauty and integrity of wood from the inside out.

  • Two wooden beams are shown side by side. One has a hollow rectangular cross-section, and the other has a solid one

The Need

Jeld-Wen created a patented wood product that helps provide protection against wood rot, water saturation, and termites. The water-based treatment process fortifies wood all the way to the core, providing an exclusive level of protection to keep wood not only beautiful, but durable for years to come. They needed a name for this technology that would convey both strength and beauty in a succinct way.

The Name

Simple and descriptive, the chosen name AuraLast is about beauty and durability combined together in an extraordinary new wood.

The Result

AuraLast continues to be a successful and differentiating wood technology to this day.

Create a name that can’t be unheard

Unleash your brand’s thunder

Let the roar cut through the noise

Amp It Up
A powerful lightning bolt strikes the ground beneath a massive, dark storm cloud in a landscape with a road, under a dramatic sky.

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