ADNH Compass: Rapid Brand Rollout Case-Study

Success in Just 6 Weeks — A Model for Future Brand Rollouts

 

Intro

ADNH Compass is one of the largest facility management companies in the United Arab Emirates. The organisation employs over 15,000 people, providing a range of outstanding food services. This includes Deli Marché, a high-end, boutique coffee sho, located in airports, hospitals, universities and other government buildings.

In a pivotal 18-month period, ADNH Compass were looking for a rapid brand rollout of ‘HUSK,’ to replace the Deli Marché brand. They were looking for a premium identity that was modern, innovative and versatile enough to be applied across multiple retail touchpoints.

Most importantly, with a scheduled launch event rapidly approaching, the new brand had to be ready within 6 weeks.

 

The Solution

We worked intensively with ADNH Compass’s marketing, commercial and retail teams to carry out a rapid brand rollout. Our approach focused on speed, where we started from the end-goal and worked backwards. This included…

– Developing visual mock-ups to showcase logo options in realistic settings.

– Producing a wide range of mock-ups for each of the many retail applications.

– Used hand-drawn sketches to quickly showcase creative ideas.

We also…

– Designed a dual brand mark that was flexible enough to be used across each the many touchpoints.

– Created user-friendly, handover-ready materials that could integrate into ADNH Compass’s in-house design operations.

 

The Result

Our approach helped ADNH Compass’s marketing, commercial and retail teams to..

– More rapidly assess options for each of the brand’s touchpoints.

– Explore a larger volume of options much quicker.

– Gauge faster feedback from existing Deli Marché partners.

– Meet extremely challenging internal deadlines.

– Present a strategically aligned brand to senior leadership.

– Secure quicker and smoother implementation from suppliers (including everything from interior design to branded items and merchandising.)

The results of the rapid brand rollout were immediate and impactful, helping ADNH Compass to…

– Maintain their aggressive commercial targets.

(Abu Dhabi National Hotels (ADNH) increased their shareholding to 100% within 18 months and the newly created ‘ADNH Catering’ IPO’d in late 2024.)

– Quickly and promptly win over existing retail partners.

– Create a significant number of opportunities with new retail partners right across the UAE.

– Establish new quality standards for future brand rollouts.

If you’d like to find out more…

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PROJECT IMAGES

 

Retail Brand Rollout

ADNH Compass Retail Brand Rollout

ADNH Compass Retail Brand Rollout - Uniforms

ADNH Compass Retail Brand Rollout - Product Book

ADNH Compass Retail Brand Rollout - Launch

ADNH Compass Retail Brand Rollout - Merchandise

ADNH Compass Retail Brand Rollout - Bottles

The HUSK launch in Dubai featured a versatile logo and a universally appealing color scheme. This was applied across key touch-points like water bottles, uniforms, packaging, and signage. Each reinforcing brand consistency.

 
 
 
 

ADNH Compass Retail Brand Rollout - Packaging Mock-Ups

 

Using realistic mock-ups across packaging, merchandise, signage, and interiors enabled the ADNH Compass team to make quick, informed decisions. Streamlining the design process.

 
 
 
 

Some of the beautiful mock-ups of various retail spaces with the new brand.

 
 
 
 

In-context mock-ups highlighted real-world interactions with the new brand. This provided valuable insight into customer and staff engagement with the brand.

 
 
 
 

Concept Exploration

We rapidly explored logo formats and design options through mock-ups and sketches, allowing ADNH Compass to finalise branding choices more efficiently.

 
 
 
 

Brand Research Brand Research

Moodboards explored multiple brand identities, helping ADNH Compass’s marketing team select a cohesive theme to guide the project’s direction.

 
 
 
 

ADNH Compass Brand Rollout

The HUSK launch in Dubai was executed with remarkable speed, meeting tight timelines while ensuring high-quality delivery across all brand touchpoints.

 
 
 
 

If you’re looking for a rapid brand rollout that delivers premium results with speed and precision. Let’s discuss how we can help.

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