Abu Dhabi Accountability Authority

Abu Dhabi, United Arab Emirates

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. ADAA got in touch with Jpd, end of 2018, to define an internal brand messaging system, define brand positioning, and ensure consistent and easy to understand communication across its employees and the general public.

Project Scope
Brand Analysis & Immersion
Employee Brand Workshops
Brand Positioning & Strategy
Brand Tone of Voice
Brand Visual Universe
Internal Signage & Wayfinding
Marketing Materials Design Support
Brand Communication
Employee Engagement
Employee Brand Book
Brand Guidelines

As a public entity, it is paramount to define balance in brand communication, while maintaining the trust and attract new talent across the Emirate. Recent authority restructuring, along with corporate messaging. With plans on Emiratisation and introduction of Ai technology, along with looking at several initiatives to support Abu Dhabi’s vision of 2030, it was paramount to ensure ADAA’s message is communicated well, internally and externally.

billboard poster for adaa abu dhabi

The Results

Jpd performed an internal and external strategic analysis of the brand, with several communication workshops, to identify brand’s opportunities, resulted in unifying positioning, helping to guide and motivate brand moving forward. “Safeguarding the prosperity of Abu Dhabi”, led to new brand visual communication and tone of voice, which ADAA team has proudly introduced to the wider audience on 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 promote ADAA’s and the nations’ vision.


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