Building a new brand strategy and identity to reflect the new positioning of the Abu Dhabi Digital Authority in line with a new mandate to lead the digital future of Abu Dhabi.

CHARTING A NEW FUTURE

Xische was approached by ADDA to capture and articulate its new strategy, including a vision, mission, principles and positioning as a champion of digital excellence in the future of government, and to inspire stakeholders in the government, private sector and general public with a bold and refreshing brand strategy and identity to mark the city’s new mandate. 

PROACTIVE, PERSONALIZED, COLLABORATIVE & SECURE

The identity, rooted in the falcon, reflects the four priorities of ADDA: proactive, personalized, collaborative and secure. The ADDA falcon is an infinity symbol embodying the power of proactive vision, personalized care, true collaboration and trusted security to multiply value and enrich lives. 

The falcon is a revered symbol of the proud heritage of Abu Dhabi while the infinity symbol signifies limitless potential.

The visual transformation of ADDA is supported by a bold, bright communication style that invites audience to imagine what they will be able to accomplish, experience and enjoy in the future that ADDA is helping the government to build. Xische delivered a comprehensive tone of voice guideline and brand launch strategy for ADDA to introduce the new identity. We trained internal teams to lead communication and design, and continue to support in an advisory capacity. 

Brand Architecture for ADDA

To meet its mandate to enable, support and deliver a digital government that is personalized, proactive, collaborative and secure, ADDA delivers or administers a range of products which exist independently, yet are fully members of, the ADDA brand family. 

We created an infinitely scalable model to brand products, services, initiatives and platforms in a unified signature ADDA way.

Launch marketing strategy for ADDA

Xische prepared the launch communication strategy and plan for ADDA, inclusive of key messaging and content, event concept and execution, and social media to introduce the new strategy and identity to the general public and key stakeholders.