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MBL Residences - Dubai

Our strategic relationship with MAG Property Development landed us the opportunity to rebrand MBL Waterfront Residences in Jumeirah Lake Towers. To revive the underleveraged brand asset, our go-to-market model hinged on revamping the visual identity. This approach created value and mobilised the MAG salesforce to achieve the sales objectives. Rebranding enhanced the portfolio of the developer, which enabled several prestigious awards to be won.


  • Client: MBL

  • Year: 2020

  • Industry: Real Estate

  • Location: Dubai


  • Brand Applications

  • Brand Architecture

  • Brand Identity

  • Brand Strategy

  • Customer Experience Journey

  • IMC Campaigns

Residences in a Thriving


The underlying issue was the visual identity incoherence of MBL Waterfront Residences with the other the projects in the MAG portfolio.

The brand image was not aligned with the project offering of waterfront living. This stalled revenue generation and impeded the developer’s growth potential.


Previously known as MBL, we modified the brand name to ‘MBL Waterfront Residences’ to underpin the essence and key strategic location of the project. We differentiated the visual and verbal identity of the brand to meet the buyer’s preferences in the UAE.

We also refreshed the core visual elements and brand voice with a universal brand system. Consistency across a range of assets unified the look of the brand with the other projects in the MAG portfolio.


The uber-chic vibe, along with dynamism and glamour of a happening waterfront boulevard served as an inspiration for the MBL brand.


The rebranding efforts differentiated the offerings and led to quality enhancement and portfolio consistency of MAG Property Development. Being the last off-plan project in JLT allowed active engagement and participation from the audience.

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