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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 AlNahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE armed forces. The key responsibility of the company is to safeguard public funds and ensure the most efficient and ethical practices in the Emirate of Abu Dhabia cross public and private entities, managing a portfolio worth over $1trillion.
ADAA’s partnership with Jpd started in December 2018, where Abu Dhabi Accountability Authority was seeking guidance and support on bringing the company’s mission closer to its employees, partners and public. With new developments and initiatives planned, ADAA was struggling to identify and communicate its key message and attract the right talent, partners, and ensure employee engagement.
Jpd performed an internal and external strategic analysis of the brand, with several communication workshops, to identify the brand’s opportunities, resulted in unifying positioning, helping to guide and motivate the brand moving forward. “Safeguarding the prosperity of Abu Dhabi”, led to new brand visual communication and tone of voice, which the ADAA team has proudly introduced to the wider audience at the annual gathering. Aligned with the vision of Abu Dhabi, new brand communication and tools were welcomed by the audience, helping the team to connect with the public, engage employees and attract new talent, helping to further promoteADAA’s and the nations’ vision.
With improved internal presentations and communication flow, ADAA has increased its new applicant rates by 30% in just two quarters, continuing on a successful Emiratisation program and maintaining high employee retention rates. Also, ACCA(the Association of chartered Certified Accountants) has recently recognised AbuDhabi 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 than90 Emiratis in the accounting and advisory sector.
Brand Insights
• Business Review
• Stakeholder Interviews
• Brand Workshops
• Peer Analysis & Visual Audits
Brand Strategy
• Positioning Strategy
Naming & Verbal Identity
• Baseline and Taglines
• Tone of Voice
Brand Identity & Development
• Brandmark
• Visual Identity
• Visual Asset creation
• Art direction
• Brand Guidelines
Digital Ecosystem
• UI/UX Visual Design
• Digital Creativity
• Consultancy on Digital Brand Implementation
