Branche Ver- und Entsorgung
Agentur Wolff Olins

Wolff Olins: New brand identity for Adani.


The Adani Group star­ted in 1988, as a com­mo­dity tra­ding firm. Today, it has grown to become one of India’s lea­ding busi­ness hou­ses, with ope­ra­ti­ons in Aus­tra­lia and Indo­ne­sia and ambi­tious plans for inter­na­tio­nal expansion.


In the finan­cial year 2011-12, the group’s reve­nue will exceed $7 bil­lion. The board belie­ves that the Group is now of a scale where it needs to manage its brand actively and pro­fes­sio­nally to pre­pare for the future. As a first step, Adani appoin­ted Wolff Olins in the sum­mer of 2011 to deve­lop a new cor­po­rate bro­chure and web­site to tell the Adani story. The pro­ject is now com­plete and the results are ready for publication.


Wolff Olins‹ work star­ted with an exten­sive qua­li­ta­tive and quan­ti­ta­tive rese­arch study. Those inter­viewed were policy-makers, offi­ci­als, busi­ness lea­ders and jour­na­lists as well as Adani’s own staff, mana­gers and pro­mo­ters. The rese­arch focu­sed on per­cep­ti­ons of Adani and other large busi­ness hou­ses in India.


Until now, the Group has descri­bed its­elf as a ‘busi­ness behe­moth,’ with a wide variety of ope­ra­ti­ons. Wolff Olins’ rese­arch quickly revea­led that beyond a small group of cust­o­mers, inves­tors and com­men­ta­tors who knew the group well, there was eit­her ignorance or misun­der­stan­ding of who the Adani Group is, how it has grown and what it does. The situa­tion inside the Group was bet­ter, but most employees under­s­tood only the part of the Group in which they worked. (…)



Cor­po­rate Brochure…