Aura is an immersive experience developed by Moment Factory using light projections to enhance the impact of heritage sites. Its new experience at Les Invalides in Paris required a visual identity that could communicate the spectacle and appeal to the public, both at the experience site and through various communication tools.

The new identity features a place filled with history, magnified by perspectives and lights to convey the scale of the show. The trapezoidal shape of the logo blends with the building's perspective seen from below. The open "R" in contrast with the "U" and the two "A"s brings a form of symmetry to the logo, reminiscent of the symmetry of the location. The creation of a unique typeface combining tradition and modernity serves as a link between the logo and the communication tools, being both intriguing and brand-identifying.

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