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The Abu Dhabi Accountability Authority (ADAA) was established to promote transparency and good governance in the public sector of Abu Dhabi. With a focus on accountability, integrity, and compliance, ADAA embarked on a comprehensive rebranding program. A strong brand strategy was developed through meticulous research, reflecting trustworthiness and authority. Corporate identity, brand guidelines, and physical brand environments were created to reinforce the brand's values. An employee engagement program fostered loyalty and pride in the organization's mission.
Given its essential mission, ADAA wanted to create a robust and distinctive brand positioning that exemplifies trustworthiness, accountability, and integrity. The branding agency was tasked with creating a comprehensive rebranding program that reflected the organisation’s core values and attractively presented them.
Our team of branding professionals began by conducting detailed research to gain an in-depth understanding of the Organization. We then created a Brand Strategy that featured a tone of voice demonstrating trustworthiness, authority and integrity. This was then reinforced in the design of both the corporate identity and brand guidelines. Additionally, our team created brand environments for multiple physical locations across Abu Dhabi, such as at offices and conferences. Finally, our employee engagement program helped instil a strong sense of pride among employees towards their organization's mission while strengthening loyalty.
With improved internal presentations and communication flow, ADAA increased its new applicant rates by 30% in just two quarters, continuing a successful Emiratisation program and maintaining high employee retention rates. Abu Dhabi Accountability Authority was recognized as an approved learning partner by the Association of Chartered Certified Accountants (ACCA) to support their drive to develop local talent and drive the Emiratisation agenda. ADAA also partnered with ADGMA to provide world-class training, resources, and job placements for more than 90 Emiratis in the accounting and advisory sector.
Transform Awards MEA
Silver Award Winner
Best International Communications during a Brand Development Project
