INSITE OOH Media Platform

Ellington Properties has launched a new OOH branding campaign, maintaining the same approach as the previous campaign released in June 2025 by focusing on visual language and keeping written language to a minimum. The limited use of verbal language may initially appear restrained at first, yet it reflects a branding choice rather than a shortcoming. By keeping copy to a minimum, using only two statements: "Live by design" as well as "Live in your moment," which, although slightly repetitive, can only be viewed as a point of reiteration. Consequently, Ellington places a near-complete emphasis on visual identity as stated above, allowing form and tone to communicate the brand’s messages as the visuals rely on mood rather than messaging, positioning lifestyle and emotion as the primary drivers of recall.

Ellington Properties employed unipoles and hoarding on the busy motorways of Dubai in an attempt to cover all the possible fronts of reaching their intended target audience. The campaign, however, poses a question: marketing-wise, if it worked the first time, is changing your strategy really necessary? Or can knocking on the same door more than once cause boredom to the targeted audience? We can only hope to see a different direction from Ellington Properties in their next OOH campaign.