A2RL (Abu Dhabi Autonomous Racing League) is a global, cutting-edge competition showcasing autonomous racing cars, drones, and dune buggies. Powered by ASPIRE under the Abu Dhabi Advanced Technology Research Council, the league pioneers innovation in AI, robotics, and autonomous vehicle engineering.
Before the event, A2RL faced key on-ground branding challenges:
Need for high-visibility branding across a massive race track
Lack of unified visual identity for directional guidance
Requirement for durable installations that withstand high-speed environments
Ensuring spectator-friendly navigation and brand recall
Spacebar Digital Solution was appointed to:
Build a cohesive on-ground brand presence
Enhance spectator navigation and event flow
Elevate A2RL’s visual impact across the venue and broadcast
Deliver branding materials that withstand fast-paced racing environments
Our approach focused on:
High-contrast designs for maximum visibility
Strategic placement for spectator and broadcast angles
Material engineering suitable for heat, wind, and speed zones
Consistent design language aligned with A2RL’s futuristic theme
Spacebar executed a complete on-ground branding solution:
Installed 22 custom kiosks for information and coordination
Designed 80+ directional flags (left/right indicators) for trackside visibility
Placed 150+ banners across entry zones, pit areas, and spectator stands
Managed production, installation, and on-site supervision end-to-end
Ensured all elements reflected a high-tech, futuristic design identity
Our on-ground branding positively impacted event experience and visibility:
100% cohesive brand environment across the venue
40% faster crowd navigation due to clear directional guidance
3× increase in venue-wide visual visibility throughout the race
Enhanced broadcast impact, improving brand recall among global viewers
Client satisfaction score: 9.5/10 for execution and quality
