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Association of Dutch Business People

Connecting all Dutch expats in Singapore

The Association of Dutch Business People (ADB) provides an easy and friendly entrance for new Dutch expats in Singapore to the local professional community. ADB is more than a mere business organisation. Besides creating a business platform ADB aims to inform and inspire and – in doing so – add fun to their members’ lives.

On the eve of ADB's 25th anniversary, Edenspiekermann developed a completely new brand identity for ADB and redesigned all key communication tools.

“It was an inspiration working with Edenspiekermann on the renewal of the ADB visual identity, the magazine and

website. Edo and his team proved to be the right choice to capture the spirit and needs of our constantly changing

group of driven expat professionals.”

– Ay Wen Lie, ADB Board Member

Looking at the existing identity and the way it was used across touch points, we concluded that there was too little equity to build the new brand identity upon. ADB needed a complete brand overhaul with more colourful (lively) imagery and a bolder, more contemporary expression and content approach.

We were helped by the fact that ADB was willing to say goodbye to existing suppliers and infrastructure so we could start with a clean slate.

The Challenge

Based on member interviews and clearly defined wishes and demands from the ADB Board, we started off by helping to define the ADB brand promise and making that promise more relevant for the members. After discussions we found common ground in these three brand values:

The new visual brand toolkit is based on the 3 selected brand values. In the heart of the logo you see an orange circle which is connected to four other circles. The orange color was chosen because it is the Dutch national color and thus creates a Dutch connected network. The three lowercase letters a, d and b are shaped as a shell around the network symbolizing the role of the organization which brings and keeps the network together.

The Result

ADB uses these redesigned email messages to make its members aware of upcoming events and meetups. Members can sign up directly to an upcoming event via a link to the personal domain on the website.

With the relaunch of the ADB identity, we also introduced an email campaign monitoring system which helps ADB to better understand the behaviour of members around messages and events.

The new website gives easy access to events, magazine back issues and the member list. Large parts of the content are available for everyone but member details and event details are only

accessible for members after login.