Modernizing ADNH's Corporate Identity
Transforming Abu Dhabi National Hotels into a globally recognized hospitality leader through strategic brand modernization
ADNH Project Brief
Background
Abu Dhabi National Hotels (ADNH) is a leading hospitality group based in the UAE, operating across hotels, catering, transport, and tourism services. With a history dating back to 1976, the brand has built a legacy of reliability, tradition, and regional pride.
However, as the global hospitality landscape evolves, ADNH seeks to reposition itself with a refreshed, modern identity that reflects innovation, premium service, and a forward-looking visionβwhile respecting its heritage.
Project Objective
To modernize the ADNH corporate brand identity, with a particular focus on:
- Redesigning the corporate logo to reflect modern aesthetics and brand values
- Developing a comprehensive brand asset suite for consistent deployment across all physical and digital touchpoints
Goals of the Rebrand
- Modernization: Update the visual identity to appeal to global partners and guests
- Brand recognition: Enhance brand perception, refresh customer attitudes and reinvigorate interest in the organisation
- Differentiation: Develop a unique and impactful visual identity elevating the brand perception
- Cultural Relevance: Retain subtle elements of Emirati heritage while presenting a progressive global image
- Digital first branding: Develop logos and assets that work well across all devices and platforms
- Versatility: Create a flexible brand system suitable for use across digital, print, signage, uniforms, vehicles, and hospitality assets
- Simplification: Cleaner simpler design that works well on small screens and digital environment
Deliverables Requested
1. Brand Identity
- Modernized Logo Design (primary and secondary variations)
- Full-color, monochrome, and reverse versions
- Horizontal and stacked formats
- Corporate Color Palette
- Updated Typography Guidelines
- Iconography and graphic motifs
- Brandmark usage rules (exclusion zones, size restrictions, incorrect usage examples)
2. Brand Assets & Templates
- Business Stationery:
- Business cards
- Letterhead
- Envelopes
- Email signature
- Corporate Collateral:
- Presentation templates (PowerPoint & Google Slides)
- Word templates (report, memo, proposal)
- Digital Assets:
- Website logo files (PNG, SVG, favicon)
- Social media profile images and banner templates
- Digital ad templates
- Environmental Branding:
- Signage (hotel exteriors, office interiors)
- Wayfinding elements
- Uniform Branding:
- Uniform branding mockups (optional: concept sketches)
- Press Kit:
- Brand story and messaging
- One-pager corporate fact sheet
- PR templates
3. Brand Guidelines Document
- Full visual brand guidelines (PDF and editable formats)
Reference & Inspiration
We are open to creative interpretations but appreciate inspiration from:
- Leading international hospitality brands with clean, modern aesthetics
- Brands that successfully merge cultural heritage with contemporary design
- Minimalist and scalable logos suitable for both luxury and corporate applications
Target Audiences
- Investors, partners, and hospitality stakeholders
- Internal teams and future talent
- Business and leisure travellers
- Corporate clients and government entities
Timeline
- Proposal Deadline: 26 May 2025
- Final Decision by ADNH: 23 June 2025
- Project Start: 1 July 2025
- Initial Concepts Due: 31 July 2025
- Revisions & Finalization: 30 September 2025
- Delivery of Assets & Guidelines: 1 October 2025
About CampaignWORKS
Built on deep hospitality expertise, we drive ROI through innovation, market expansion, and guest-centric experiences, tailored to the demands of an ever-evolving global market.
3
Global Offices
Dubai β’ London β’ Athens10+
Years Average
Client Relationships25+
Years of Hospitality
Marketing Excellenceβ
Award Winning
International RecognitionClient Portfolio
Trusted by industry leaders across EMEA
Our Work Philosophy
Partnership Extension
We seamlessly integrate as an extension of your marketing department, bringing expertise without the overhead.
Long-lasting Relationships
Building partnerships that span decades, founded on knowledge, trust, and measurable results.
Strategic Leadership
Providing strategic planning, project management, and coordination that elevates your brand's market position.
Global Collaboration
Seamless collaboration across Dubai, London, and Athens studios for 24/7 creative excellence.
Quality Assurance
First-class approval processes and quality control ensure every output meets the highest standards.
Strategic Agility
Strategic thinking with nimble execution to meet your evolving tactical needs in real-time.
Our Approach
Discover
We immerse ourselves in your world conducting research, stakeholder interviews, and market audits to uncover insights and opportunities rooted in your heritage and future ambitions.
Define
We crystallize the brand's purpose, positioning, and personality aligning strategic direction with your business goals and audience expectations.
Design
We craft a compelling visual and verbal identity, from logo to language that reflects your brand essence and resonates across all touchpoints.
Develop
We build and refine the core assets, tools, and templates that bring the brand to life, ensuring consistency and flexibility across every medium.
Activate
We guide the rollout from internal launch to market activation, ensuring seamless adoption and engagement across teams, partners, and platforms.
Elevate
We monitor impact, gather feedback, and continuously optimize β helping the brand grow, adapt, and lead in a dynamic hospitality landscape.
Award Winning Excellence
International recognition across directly relevant sectors
ADNH Rebranding Journey
From Foundation to Future: Where Heritage Meets Horizon
As we look ahead, this rebranding proposal, guided by the brief provided is about far more than updating a brand identity. It is about aligning ADNH's next chapter with the evolving landscape of the region, the bold ambitions of its leadership, and the shifting expectations of the global traveler.
With nearly four decades of excellence, ADNH has shaped the hospitality scene in Abu Dhabi, pioneering iconic properties, setting industry benchmarks, and establishing a legacy of distinction. This rebrand is not about changing that legacy, but elevating it to new heights.
"Our history is rich with achievement, and with that comes the responsibility to honour and grow our legacy."
- ADNH Chairman
This statement is at the core of our approach. The rebrand becomes a bridge connecting the trusted past with a bold, global future.
ADNH is more than a hospitality company; it is a symbol of national pride and regional leadership. Its portfolio spans heritage icons and modern landmarks, embodying a powerful blend of authenticity and ambition. As the UAE accelerates its journey under Vision 2030, ADNH is poised to lead with renewed purpose.
In the context of Abu Dhabi's rise as a global tourism hub, ADNH's rebrand is not simply about maintaining relevanceβit's about redefining the journey with passion, innovation, and a commitment to excellence.
Strategic Pillars of the Rebranding Journey
β’ Honouring Legacy Through Strategic Evolution
Upholding the values of trust, service, and continuity that define ADNH. We aim to preserve its distinctive voice while introducing a refreshed visual and narrative identity, aligned with contemporary standards and future ambitions.
β’ Championing Innovation While Remaining Authentically Local
The brand will project a modern, forward-thinking image rooted in Emirati culture positioning ADNH as a regional leader with global resonance.
β’ Leadership in Transition
Designed for recognition this rebrand signals confidence in embracing change and meeting the evolving expectations of today's and tomorrow's discerning global traveler.
β’ A Global-Ready Identity
Built for visibility and relevance across cultures, industries, and platforms, spanning iconic properties and digital-first experiences.
β’ Cultural Relevance with Contemporary Appeal
Seamlessly integrating authentic Emirati elements into a sleek, modern design language that speaks to both tradition and progress.
We see our mission not only as refreshing and modernizing ADNH's identity, but as shaping a symbol of national pride into a globally resonant force, ushering in a new era of transformative hospitality. This rebrand is a catalyst for leadership, legacy, and purposeful growth.
It would be a honor and privilege for CampaignWORKS Middle East to lead this bespoke and strategic engagement, working in close partnership with ADNH to help shape a future that honours its iconic past while embracing what lies ahead.
Featured Case Studies
Aligned with ADNH Project Deliverables
MonAsty Autograph Collection by Marriott ββ Opening
CampaignWorks was appointed as the lead branding agency to develop the complete brand identity for this Autograph Collection property from concept creation and storytelling to naming, brand positioning, and full activation. Our scope included guiding architectural narrative alignment, crafting Marriott-compliant brand standards, naming all F&B outlets, and producing marketing collateral to position the hotel as a distinctive, market-leading destination.
Kempinski Hotel Muscat - Opening
CampaignWorks was appointed as the branding partner for Kempinski Hotel Muscat, tasked with delivering a comprehensive brand experience that extended beyond the guest-facing areas. Our mandate included concept development and design for the hotel's identity, brand storytelling, staff housing project branding, and unique back-of-house wall activationsβensuring the Kempinski ethos was reflected across every touchpoint, front and back of house.
Crossroads Maldives: 3 Island & 2 Hotels - Destination Rebranding Project
CampaignWorks was appointed by Singha Estate Group to conceptualize and execute the full destination rebranding strategy for Crossroads Maldives an ambitious, multi-island development redefining the Maldives as more than a honeymoon escape.
We developed a turnkey concept that repositioned the destination as a "360Β° Happenings"entertainment and lifestyle hub for families and adults alike. The project spanned across three islands and two internationally branded hotelsβCurio Collection by Hilton and Hard Rock Hotel. At its heart, The Marina island served as the central anchor, featuring 16 outlets from F&B concepts to a discovery centre, Spa and kids club. Over 18 months, our team led the rebranding, from concept development, and activation from website, discovery App to all outlets, shaping an integrated guest experience that broadened the Maldives' appeal to a global audience.
Further hospitality case studies can be provided upon request.
References & Inspiration
Aman & Belmond: Crafting Heritage Through Modern Design
An exploration of two iconic brands that redefine luxury by blending cultural heritage with contemporary design philosophy.
Belmond - Part of the LVMH Group
Number of Properties: 46 properties across 24 countries
LEGACY: Custodians of Living History
Cultural Icons: Each property is a preserved historical gem β from 1920s trains to 15th-century villas.
Origins: Founded in 1976 with the restoration of Venice's Hotel Cipriani.
Storytelling Through Place: Every destination reflects its local narrative and architectural history.
Living Museums: Rather than modernizing, Belmond activates the soul of historic properties.
"We don't modernize icons; we illuminate their soul."
STYLE: Where Timeless Elegance Meets Contemporary Craft
Design: Collaborations with designers like India Mahdavi and Ignacio Cadena to merge classic elegance with modern forms.
Individuality: Each property avoids a uniform look β design reflects local aesthetics and materials.
Cultural Programming: Artist residencies, literary salons, and place-based menus reinforce cultural immersion.
"Heritage isn't static. It's raw material for reinvention."
BEYOND: LVMH's Vision of Experiential Luxury
Experiences, Not Rooms: Belmond sells journeys steeped in place, from Incan trails to Scottish rails.
Emotional Wealth: Prioritizes memory-making over materiality.
Sustainability with Soul: Supports local artisans, preserves heritage crafts, and engages in regenerative practices.
"Belmond is not a destination. It's a cultural frequency."
How Legacy Lives On for Belmond
Romantic Restoration: Each property celebrates its unique legacy by preserving original features and enhancing their narrative power through curated design.
Locally Rooted Aesthetics: Belmond ensures cultural continuity by integrating regional craftsmanship, historical motifs, and local storytelling into the guest experience.
Time Travel Through Experience: From train journeys to historic estates, Belmond offers immersive, time-bending escapes that honor the golden age of travel.
Modern Glamour: While steeped in tradition, properties are revitalized with contemporary flair and comfort, creating a balance of past romance and present luxury.
"At Belmond, legacy isn't preserved behind glass β it's lived, felt, and celebrated in every detail."
Aman Hotels & Resorts
Number of Properties: 35 resorts in 20 countries
SPIRIT: A Living Heritage of Stillness
Philosophy of Peace: "Aman" means peace in Sanskrit; born from the idea of escape and stillness.
Location as Legacy: Resorts are placed near sacred sites, from Thai temples to Bhutanese valleys.
Cultural Immersion: Traditional rituals, healing practices, and seasonal celebrations are integrated.
"Aman is not built on land β it's built with it."
STYLE: Sacred Minimalism, Architectural Precision
Design Masters: Architecture by Kerry Hill, Kengo Kuma, Jean-Michel Gathy.
Signature Aesthetic: Quiet luxury β neutral palettes, natural materials, light, and shadow.
Vernacular Elegance: Modernism meets local craft (e.g., Japanese lattice, Balinese stone).
"Luxury is not added. It is removed β until only the essential remains."
BEYOND: A Global Sanctuary for the Ultra-Aware
Emotional Intelligence: Favored by artists and thinkers for its introspective ambiance.
Aman New York: Converts historic urban sites into peaceful vertical sanctuaries.
Janu Brand: Aman's accessible sibling brand focused on community energy and urban vitality.
"Aman is not a hotel. It is a state of being."
How Legacy Lives On for Aman
Timeless Foundations: Aman's concept was never trend-driven; it was built on universal human desires: solitude, beauty, and cultural truth.
Preservation Through Design: Architecture does not imitate history; it evokes heritage through material, form, and spirit.
Cultural Continuity: Local artisans, sacred landscapes, and traditional rituals are not add-ons but structural elements of the experience.
Modern Spiritualism: Aman adapts ancient philosophies for the contemporary guest β through wellness, design, and spatial silence.
"Legacy is not about what is remembered β it's about what still lives through us."
Project Timeline & Methodology
Detailed Project Phases
Phase 1: Discovery & Research
Timeline: Week 1β2 (1β14 July 2025)
Objective: Understand ADNH's heritage, market position, competitive landscape, and future aspirations.
Activities:
- Stakeholder interviews (executives, staff, partners)
- Brand audit (current identity, usage, perception)
- Competitive benchmarking (regional and global hospitality brands)
- Cultural immersion (review Emirati design principles and motifs)
Outcome: Brand positioning insights, moodboards, and strategic foundation for design direction.
Phase 2: Brand Strategy Development
Timeline: Week 1β2 (1β14 July 2025)
Objective: Define brand pillars, positioning, and strategic messaging framework.
Activities:
- Brand positioning workshop and strategy sessions
- Define brand pillars and core values
- Develop messaging framework and tone of voice
- Create brand architecture and hierarchy
Outcome: Comprehensive brand strategy document and creative brief for design phase.
Phase 3: Visual Identity Design
Timeline: Week 3β5 (15β31 July 2025)
Objective: Create a modern, versatile brand identity based on brand pillars.
Activities:
- Logo design exploration (modern with cultural nuance)
- Color palette selection (balancing warmth, prestige, and digital clarity)
- Typography design (modern, legible, culturally relevant)
- Iconography and motifs inspired by local and regional heritage
- Brandmark testing across applications (digital, print, small-scale)
Outcome: Approved logo variations and core visual identity components.
Phase 4: Brand System Development
Timeline: Week 6β13 (1 Aug β 30 Sept 2025)
Objective: Ensure consistency and versatility across all brand expressions.
Activities:
- Design corporate stationery templates
- Create presentation, document, and email templates
- Develop digital asset suite (social media, website, ads)
- Environmental branding concepts (signage, uniforms, wayfinding)
- Design mockups for various real-world applications
Outcome: Comprehensive and scalable brand asset suite for consistent deployment.
Phase 5: Brand Guidelines Creation
Timeline: Week 10β13 (earlyβlate Sept 2025)
Objective: Equip internal teams and partners with a clear brand usage guide.
Activities:
- Compile brand usage rules (logo, color, type, imagery)
- Provide do's and don'ts for brand application
- Document flexible layout systems for different formats
- Include press kit materials and brand storytelling framework
Outcome: Editable and PDF brand guidelines document.
Phase 6: Handover & Launch Support
Timeline: 1 Oct 2025
Objective: Ensure smooth brand rollout and implementation.
Activities:
- Final file delivery (all formats and variations)
- Optional: Support for early-stage implementation
Outcome: Fully equipped brand book and delivery of all assets.
Our Proposal for ADNH
View online or download our comprehensive proposal for ADNH's brand transformation
Let's Transform ADNH Together
Connect with our Managing Director for next steps
Vicky Varfis
Managing Director
CampaignWORKS Middle East
Thank you for taking the time to review our proposal. We're truly excited about the opportunity to partner with ADNH on rebranding and enhancing the legacy of such a respected hospitality leader. We look forward to discussing how CampaignWORKS can be a strategic partner in strengthening ADNH's presence in today's evolving global hospitality landscape.