After extensive in-depth analysis of ADB’s very complex range of products and services, we identified and defined a common thread that could be used to distinguish the company from its competitors. This work enabled us to give ADB a marketing dimension and highlight its values among employees and clients.
The “Airfield”, the take-off and landing runway area, was the common feature in the company’s profitable business. It seems simplistic but it provided a means of better identifying the company’s core business and defining more precisely the brand platform and the scope of the communication project.
“Airfield, our Field” became the company’s slogan, under which it could unite its employees as they faced the challenge of the future. We built up the new identity and the communication platform used to lay claim to the company’s “territory”.
Based on this strategy, the agency designed the company’s new identity and the in-house communications campaign on brand deployment. The agency also assisted with the presentation documents for existing and potential new shareholders.