Xische was approached to build on our original brand system for Abu Dhabi Digital Authority, and create a recognizable brand and program focused on national data.

Rallying Around Data

After developing the master-brand identity and architecture for Abu Dhabi Digital Authority (ADDA) in 2019, we partnered with Accenture to develop a unique identity system to launch the Abu Dhabi Data program, a government-wide data maturity and data intelligence initiative led by ADDA in coordination with dedicated data teams from each Abu Dhabi Government Entity.

In line with our initial master brand architecture for adda, the AD Data logo mark and visual element are inspired by the flow of water, which is the conduit of life.

Identity as a Rallying Point

Just as water is the fundamental, essential component of our vitality, data is the foundation upon which extraordinary government experiences are built. While the distinctive wave pattern ends an instantly recognizable visually character to brand communications, the icon — although aligned to the master brand — remains conservative so as to be used alongside the brand marks of all participating government entities.

Narrative for Association

In addition to the visual language, Xische prepared the extensive program communication framework with the singular goal of inspiring commitments from government leaders and employees.

As a multi-year undertaking that requires active support across all levels of government, AD Data sought a brand narrative that was at once inspiring and accessible. Through an extensive stakeholder discovery process, we defined audience archetypes and personas around which to craft three tiers of communication that spoke individuals from as diverse backgrounds as senior government leaders, to data scientists, to general employees and the public.

Motivating for change

Equipped with the brand narrative framework, we developed an overall outreach plan, aligned to the program roadmap, to raise awareness, kickstart engagement and activate data teams across government.

Through a proposed program of ongoing digital workshops, educational messaging and regular team engagement opportunities, we crafted a plan to build a community around data and raise the data maturity index across the whole of Abu Dhabi. This is an ongoing engagement.