An anniversary year and a new improvement strategy prompted the requirement to rebrand the second largest market in the Arab region, Abu Dhabi Securities Exchange. All About Brands was engaged to help reinvent the brand for an exciting new era of growth, as the old brand was considered dated and no longer fit for purpose.
We worked closely with key stakeholders to navigate split opinions and find solutions. Our extensive Discovery period allowed us to provide naming recommendations and develop the brand strategy, messaging and identity look and feel to better represent ADX for 2021 and beyond.
It was agreed to retain the existing name but shorten it to the acronym ADX and for a new logo to be developed. We produced comprehensive brand guidelines covering all touchpoints including digital platforms, stationery, literature and advertising, signage as well as launch assets such as backdrops and a 60-second brand launch video.
The new brand has provided heightened brand awareness, visibility and understanding locally and internationally. Since the launch ADX has attracted global capital and growth in company listings. On 30 September it was announced that the index has gained 51% year to date.
A number of companies have either listed or announced their intent to list, including three major IPOs for ADNOC Drilling, Fertiglobe and Abu Dhabi Ports Co. and ADX launched its derivatives market.
“ADX’s new visual identity represents its position today as the second-largest exchange by market capitalization in the region, while the new location provides a state-of-the-art platform to advance the exchange’s ambitious growth strategy and support Abu Dhabi Government’s vision for a fully diversified economy.”
Mohammed Ali Al Shorafa Al Hammadi,
Chairman of Abu Dhabi Securities Exchange