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Arada’s INAURA Billboards Turn UAE Streets into a Living Pulse of Downtown Energy
Rising above the roads with cinematic confidence, Arada's billboards feel less like ads and more like windows into a future downtown experience, alive with movement, light, and intention at INAURA.
At the center of it all is INAURA, written in clean, modern typography that floats confidently against a gradient sky going from a twilight purple to a warm sunset tone. The color transition echoes the rhythm of urban life, from day to night, subtly suggesting continuity, momentum, and energy. Underneath it stands “Energized Life in the Heart of Downtown,” more than a tagline, a promise.
From a visual perspective, the billboards are intricately designed, the passage depicts that on one side is an illumination of light sculptures, symbolizing innovation and ambition. The depiction on the other side is of an illuminated skyline during the night, characterized by light towers and choreographed fountains, symbolizing movement and energy.
Arada’s branding is subtle, placed low and confidently, letting the story, not the branding, take center stage. The latter subtlety gives way to credibility and refinement, making INAURA the ‘destination’ itself.
The new campaign took off on the UAE’s digital screens and hoarding billboards in the third week of January.
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