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