MBLM, the brand intimacy agency focused on strategy, design, creative and technology, has launched a comprehensive real estate branding programme for a mixed-use, multibillion-dollar project in Dubai, UAE.

The Dh8-billion ($2.17 billion) One Central, coming up in Dubai’s central business district, is the latest real estate development from Dubai World Trade Centre (DWTC), said the agency.

The 540,000-sq-m masterplan encompasses commercial, residential, hospitality and entertainment components, and will complement the surrounding offerings of Dubai International Convention and Exhibition Centre, Emirates Towers and Dubai International Financial Centre, it added.

“Given the competitive environment and the prized location, it was important that we created a One Central brand that would define a clear value proposition and make it hold its own against some of the most iconic developments in Dubai. MBLM was a strategic partner in helping us achieve this vision,” said Marc Haslam, the vice president of Marketing Communications, DWTC.

MBLM has created a differentiated real estate branding programme, from crafting the brand essence and strategic foundation to comprehensive visual narrative for One Central.

“Creating a differentiated brand essence, crafting its story and shaping the experience for the launch of One Central allowed us to leverage our extensive real estate branding expertise and more importantly help DWTC manifest its vision for this exciting development,” remarked Jae Hwang, partner at MBLM.

The programme further extended to the implementation of the brand experience, inclusive of a responsive website (onecentral.ae) and an interactive and multi-media masterplan installation that showcased the key proposition through the incorporation of videos, 3D visualization and project details, he added.-TradeArabia News Service