Contributions: Brand messaging strategy, content strategy, brochure development, copywriting
The Story
As part of my work with MBLM Dubai, I served on a multidisciplinary team that re-launched and extended the brand for One Central, a real estate project by Dubai World Trade Centre. I was challenged to develop both website and brochure copy for the development within strict expectations for precision and within the existing brand guidelines.
The website in particular represented a unique challenge—as the design was set to implement a unique user experience paradigm with many moving parts and pieces. The designers and I developed a specialized workflow to ensure the writing matched seamlessly with the design, even despite multiple rounds of revision.
With this basis, I then re-wrote and significantly expanded the development’s sales brochure. This included the addition of whole new sections and more technical information. Again, workflow was critical. As a team we developed an internal branding document that enabled us to write, assemble, edit and cross-check the information.
The Results
Not only did the One Central website relaunch to significant fanfare, but the brochure and other copy pieces became the heart of a new sales push for the development’s brand-new phases.
