Work

Working in Dubai was an unbelievable experience – I learned from a great agency and made huge strides as a copywriter. My work went way beyond tag lines and company mottos, working on every aspect of a brand’s identity. Here are a few of my favorite projects:

Ajman Department of Tourism – Shaping the Identity of an Emirate

Ajman is one of seven emirates that constitute the UAE, boasting a variety of landscapes from sandy coastlines to rugged mountains. We faced the challenge of differentiating Ajman from its famous neighbor, Dubai, with its towering tourism budget and global name recognition.

In brainstorming about the benefits both emirates offer, we realized that Dubai had lost a lot of its traditional Arab hospitality and authenticity in its rush to build man-made islands and luxury skyscrapers. Hospitality in the unforgiving desert landscape is cherished tradition and modern-day Ajman was still a place that it could be truly experienced.

As the foundation of the campaign, I created the tagline, “Sincerely Emirati.” These simple words capture the essence of hospitality and Arab tradition that are still experienced today in Middle East. A visiting family is welcomed in for tea and sweets, a man and son are shown how to fish the traditional Emirati way – Ajmanis didn’t offer these things as a show, it’s ingrained in their culture and an integral way of life that is truly humbling to experience.

Ajman Tourism Website

Case studies:
http://mblm.com/our-work/reimagingin-a-destination-brand/
http://mblm.com/our-work/capturing-the-essence-of-an-emirate/

Dubai Sports City – Invigorating an Epic Development

Dubai Sports City (DSC) is a 50-million square-foot, mixed-use development centered around an active lifestyle. Athletes of every walk-of-life can enjoy the golf courses, tennis courts, rugby pitches, soccer fields, cricket fields and indoor facilities, while families enjoy the luxury apartments and villas, expansive mall and 55-thousand-seat stadium that are all connected through bike paths meandering between beautifully landscaped parks and neighborhoods. all connected by bike paths meandering through beautifully landscaped parks and neighborhoods.

The campaign we created orbited around the tagline, “Live life, the ultimate sport.” This phrase was created to connect the spirit of sport and people’s aspiration to live a healthy, fulfilling life. We weaved this concept into copy across every piece of marketing material, whether it be the website, real estate brochures, activity calendar or interactive digital displays.

Dubai Sports City Website

Case studies:
http://mblm.com/our-work/destination-rebranding/
http://mblm.com/our-work/destination-website-development/
http://mblm.com/our-work/exhibition-program/

Borouge Innovation Centre – Crafting an Unforgettable Interactive Experience

Borouge is a subsidiary of the Abu Dhabi National Oil Company (ADNOC), the organization that generates the majority of revenue that funds the UAE. Borouge, a plastics manufacturer was looking for a new and inventive way to connect with their target audience. They wanted to give their “Innovation Centre” a facelift. Instead of , we rethought the concept and gave their visitors an interactive experience they would never forget.

We pushed every technological boundary with this project and I ended up writing copy for digital media I didn’t even know existed. Our interactive experience guides visitors through the innovation centre with the use of videos, 3D models, video games, iPad tutorials and interactive digital displays creating something unique and memorable for stakeholders of all kinds. 

Case study:
http://mblm.com/our-work/crafting-an-innovative-interactive-experience/

One Central – Introducing an Icon

One Central is an unparalleled development in downtown Dubai, featuring hotels, apartments, offices, shops, parks and a state-of-the-art opera house. Planned on the most prime real estate in one of fastest-growing cities in the world, One Central promises the glitz of New York, the awe-factor of Hong Kong and the fashionable luxury of Paris.

With it’s myriad lifestyle, business and entertainment offerings, we decided to introduce a versatile concept that introduced interchangeable adjectives based on what aspect of the development we wanted to emphasize. Depending on what we were marketing, it could be “Always Connected, Always Thrilling, Always Professional, etc.” The idea was to have a list of these and run through them, ending on the one aspect we wanted to focus on. The concept can be seen at the end of the video on this page.

One Central Website

Case study:
http://mblm.com/our-work/activating-an-icon/

Shurooq – Refreshing a Destination Brand

Shurooq, the Emirate of Sharjah’s Investment and Development Authority, is charged with the development of Sharjah and marketing its hospitality and tourism assets. Recently given a host of new objectives by Sharjah leaders, Shurooq needed help identifying and marketing new destinations and attractions in Sharjah.

From an annual report outlining the accomplishments and challenges of Shurooq, to highlighting its most popular attractions, old and new, we gave Shurooq a fresh new look and helped to prioritize its projects based on their new directives.

Shurooq Website

Case studies:
http://mblm.com/our-work/refreshing-a-destination-brand/
http://mblm.com/our-work/corporate-website/
http://mblm.com/our-work/hospitality-branding/

Elwan Group – Creating a Powerful Online Presence

Having worked on Elwan’s prime business – infrastructure and water management – the CEO asked us to rebuild the website of Elwan’s real-estate arm. Offering a range of properties from all over the world, Elwan had been somewhat passively marketing their properties, which had been on the back burner for some time. With prime and beautiful locations from downtown Washington D.C. to the breathtaking Greek Island of Corfu, we provided an online platform that they could point investors to without having to take time away from their core business.

Elwan Group Website

Case study:
http://mblm.com/our-work/creating-a-powerful-online-presence/