Dubai World Trade Centre (DWTC) has launched a real estate branding programme for its new AED8 billion ($2.12bn) One Central development.

Branding agency MBLM worked on a visual narrative for the mixed-use One Central, producing an interactive installation showcasing the project’s key propositions through videos, 3D images and a website (onecentral.ae).

“Given the competitive environment and the prized location, it was important that we create 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, vice president of marketing communications at DWTC.

The 540,000sqm One Central project 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, according to DWTC.

“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 help DWTC manifest its vision for this exciting development,” said Jae Hwang, partner at MBLM.