All About Brands was appointed by Abu Dhabi National Oil Company (ADNOC) to develop its new brand model and bring its subsidiary companies together under one common identity. Our role was to provide strategic counsel throughout the process as well as establishing the monolithic brand hierarchy, devising the brand’s look-and-feel, evolving its existing logo and producing comprehensive brand guidelines to help facilitate the brand’s longer-term management, activation and implementation across all of ADNOC’s businesses.

In October 2017, ADNOC’s new unified brand was launched with the aim of highlighting the scale of its business, the size of its contribution to the UAE’s economy and its positive impact on the nation’s socio-economic development. The launch event, held at ADNOC’s headquarters, was attended by over 3,000 employees from across the organisation and broadcast live to all employees in ADNOC’s subsidiaries. Onlookers were treated to Abu Dhabi’s first ever corporate flyby with plumes of blue smoke filling the sky and ADNOC branded dhows racing up and down the Corniche.

We oversaw the delivery of the launch activations including the production of a number of videos, a social media installation, photo booths across all offices, exhibitions panels, signage and all other required branding and design. We continue to work with ADNOC to supervise and guide the brand’s activation and implementation and provide creative support on a number of initiatives.