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Abu Dhabi Accountability Authority (ADAA) was established as an independent body in 2008 under the authority of His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces. The key responsibility of the Authority is to safeguard public funds and ensure the most efficient and ethical practices in the Emirate of Abu Dhabi across public and private entities, managing a portfolio worth over $1 trillion.
ADAA was seeking guidance and support on bringing the Authority's mission closer to its employees, partners and the greater public. With new developments and initiatives planned, ADAA was struggling to identify and communicate its key message and attract the right talent, and partners, and ensure employee engagement.
What we did
> Brand Strategy
> Tone of Voice
> Brand Identity
> Brand Guidelines
> Brand Environments
> Employee Brand Engagement
ADAA Employees and external parties had difficulties comprehending and expressing ADAA’s core essence. Brand positioning had to address a few internal misconceptions about ADAA’s image and key role, which was often referred to as “we are the financial police force”.
ADAA’s independency was not clearly communicated, which was important to highlight and bring forward within internal materials.
One key challenge was Emiratization and attracting local talent, due to a lack of awareness of ADAA and its highest world-class certifications and opportunities it brings.
Jpd had to take into consideration and respect some of the established key messaging and visuals, set by the government of Abu Dhabi, the knowledge of the client's established assets, the industry, peer players, and the Emirate’s vision was essential prior to making any further suggestions.
Based on the key findings and key long-term outcomes that ADAA is bringing to the Emirate, Jpd formulated a comprehensive Brand Positioning and Tone of Voice. The brand story underlined the bigger vision and objectives of ADAA’s operations, going above accounting and auditing, but towards creating equal opportunities and ensuring economic prosperity for the future generations of the Emirate.
The new brand positioning helped to uplift ADAA’s visual language across all its communication channels. A new visual language was developed, inspired by the continuous drive towards improvement, growth of future generations and economic prosperity.
A central employee event around the brand helped to establish a celebratory feel and positive atmosphere, helping to communicate and elaborate on the brand in an original and engaging manner.
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.
Also, ACCA (the Association of Chartered Certified Accountants) has recently recognised Abu Dhabi Accountability Authority (ADAA) as an approved learning partner in support of their drive to further develop local talent and drive the Emiratisation agenda. As well as a recent partnership with ADGMA, which will bring together 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
