14 hours ago
Archer Media delivers immersive road branding for BAYN launch
ORA Development recently launched BAYN, a new luxury residential destination located between Dubai and Abu Dhabi in Ghantout, UAE. To support the launch, the developer partnered with Dubai-based Archer Media to create a full-scale outdoor branding activation designed to guide and welcome guests to the site.
The project involved branding a 3.5-kilometre stretch of road leading to the development. Archer Media, known for its outdoor advertising work across the GCC, was responsible for the creative direction, design, permitting, production, and installation of the route's visual branding.
The objective was to create a cohesive and high-impact arrival experience that aligned with BAYN's premium positioning. The activation was designed to function both as directional signage and a visual prelude to the brand, featuring clean design cues and subtle messaging to support the tone of the launch.
'This was more than signage – it was a statement. A build-up of emotion, clarity of direction, and a seamless connection between vision and execution,' said Andre Zovighian, Founder & Managing Director of Archer Media.
ORA Development described the execution as aligned with the broader vision for the launch, with the branding contributing to the overall sense of occasion. 'Archer Media helped us turn the road to BAYN into part of the brand journey — a well-executed experience that reflected our goals for the project,' the company shared.
The activation is an example of how out-of-home media continues to evolve, moving beyond visibility to support brand storytelling, particularly in sectors such as luxury real estate where first impressions carry significant weight.
