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In 2008, Abu Dhabi Accountability Authority (ADAA) was established as an independent body under the authority of His Highness Sheikh Mohamed bin Zayed Al Nahyan. ADAA's main responsibility is to ensure the most efficient and ethical practices in the Emirate of Abu Dhabi across public and private entities while safeguarding public funds. With the aim of bringing its mission closer to its employees, partners, and the public, ADAA sought guidance and support.
What we did
> Brand Strategy
> Tone of Voice
> Brand Identity
> Brand Guidelines
> Brand Environments
> Employee Brand Engagement
ADAA faced challenges in identifying and communicating its key message, attracting the right talent and partners, and ensuring employee engagement. Employees and external parties had difficulties comprehending and expressing ADAA's core essence. ADAA's independence was not clearly communicated, and Emiratization and attracting local talent was key challenge.
Jpd formulated a comprehensive Brand Positioning and Tone of Voice based on key findings and long-term outcomes that ADAA brings to the Emirate. The new brand positioning helped uplift ADAA's visual language across all its communication channels, and a central employee event around the brand helped establish a celebratory feel and positive atmosphere. A new visual language was developed, inspired by the continuous drive towards improvement, growth of future generations, and economic prosperity.
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) in support of 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
