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  • ADIA Branding Creates Trust for Global Investors

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    The document discusses the Abu Dhabi Investment Authority (ADIA) creating a new brand identity. ADIA is one of the largest sovereign wealth funds in the world, but had an inconsistent brand and was seen more as the financial arm of the Abu Dhabi government rather than an independent institutional investor. Landor worked with ADIA to develop a new branding strategy, identity, and communication style focused on positioning ADIA as a credible, transparent, and independent global investor in order to improve its public perception and ability to participate in international deals.

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    The document discusses the Abu Dhabi Investment Authority (ADIA) creating a new brand identity. ADIA is one of the largest sovereign wealth funds in the world, but had an inconsistent brand and was seen more as the financial arm of the Abu Dhabi government rather than an independent institutional investor. Landor worked with ADIA to develop a new branding strategy, identity, and communication style focused on positioning ADIA as a credible, transparent, and independent global investor in order to improve its public perception and ability to participate in international deals.

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    9 views1 page

    ADIA Branding Creates Trust for Global Investors

    Uploaded by

    martin_kubrick
    The document discusses the Abu Dhabi Investment Authority (ADIA) creating a new brand identity. ADIA is one of the largest sovereign wealth funds in the world, but had an inconsistent brand and was seen more as the financial arm of the Abu Dhabi government rather than an independent institutional investor. Landor worked with ADIA to develop a new branding strategy, identity, and communication style focused on positioning ADIA as a credible, transparent, and independent global investor in order to improve its public perception and ability to participate in international deals.

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    Abu Dhabi Investment Authority Creating a brand for global investors

    Above ADIA is one of the largest organizations of its kind. 01 Various communication initiatives were rolled out within the organization. 02 The new identity has a clear, directional focus and a minimalist style. 01 02

    Background Based in the capital and second-largest city of the United Arab Emirates, the Abu Dhabi Investment Authority (ADIA), Abu Dhabis sovereign wealth fund, is one of the largest organizations of its kind in the world. With a large pool of funds generated from the emirates oil revenues, ADIAs sole purpose is to protect the future of Abu Dhabis citizens for generations to come by engaging in long-term investment opportunities.

    Challenge With high-profile investments around the world, ADIA had attracted a good amount of attention, but not all of it positive. The world saw ADIA as a force to be reckoned with, and there was fear of a hidden political agenda. With no organized communications strategy, ADIA was an entity everyone knew existed, but had no knowledge about. While ADIA had always been an independent, bottom-line-driven entity, it was seen as the financial arm of the Abu Dhabi government. To continue participating in lucrative deals around the world, ADIA needed to position itself as independent, transparent, and trustworthy. In short, the entitys public persona had to do justice to its highly professional operations.

    Solution Together with Burson-Marsteller, Landor reinforced ADIAs position as a credible, independent, institutional investor. To establish ADIA as a financial services company rather than a sovereign wealth fund, Landor undertook a comprehensive branding exercise for an organization that had an inconsistent and informal brand. Based on the Brand Driver, prudent global growth, Landor contributed to the improved perception of ADIA. By developing a new brand identity, look and feel, and communication style, Landor helped the newly established communication strategy at ADIA send the right message to both employees and external stakeholders across the world.

    2010 Landor Associates

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