MBLM, the Brand Intimacy Agency focused on strategy, design, creative and technology, announced the successful launch of a comprehensive real estate branding program for One Central, a mixed-use, multi-billion-dollar project.

One Central is the current real estate development from Dubai World Trade Centre (DWTC). The 540,000 m2 master plan incorporates commercial, residential, hospitality and entertainment parts, and will complement the surrounding offerings of Dubai International Convention and Exhibition Centre, Emirates Towers and Dubai International Financial Centre.

"Given the competitive environment and the treasured place, it was important that we produced a One Central brand name that would specify a clear value proposal and make it hold its own versus some of the most renowned developments in Dubai. MBLM was a strategic partner in helping us attain this vision," said Marc Haslam, Vice President of Marketing Communications, DWTC.

MBLM created a differentiated realty branding program, from crafting the brand essence and strategic foundation to detailed visual story for One Central. The program even more included the execution of the brand name experience, inclusive of a responsive website (onecentral.ae) and an interactive and multi-media master plan installation that showcased the key proposal through the incorporation of videos, 3D visualization and project information.

"Creating a separated brand essence, crafting its story and forming the experience for the launch of One Central enabled us to leverage our comprehensive realtor branding expertise and more importantly assist DWTC materialize its vision for this exciting advancement," noted Jae Hwang, Partner, MBLM.