The Association of Dutch Business People (ADB) in Singapore commissioned Edenspiekermann to develop a new brand identity as it approached its 25th anniversary. Edenspiekermann conducted research including member interviews to define ADB's brand promise and values of connection, inspiration, and fun. The resulting visual identity features an orange circle connected to four others, representing a Dutch-connected network, with the letters ADB wrapped around it. Edenspiekermann also redesigned ADB's communications tools like its magazine, website, and email campaigns to engage members around events.

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Association of
Dutch Business People
Connecting all Dutch expats in Singapore

2. 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.

3. “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

4. 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

5. 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:

6. 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

9. 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.

10. 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.