A new brand that is shaking up the accounting world
With the merger between ABAB and Alfa, the accountancy world has a new, forward-looking brand: aaff. This powerful brand, which focuses on sustainability and co-ownership, immediately impresses with a remarkable introduction, labor market and corporate campaign and a major employee event.
From fusion to movement
How do you make a merger more than just an amalgamation of two companies? From day one, Aaff wanted to make an impact with a brand identity that shakes up the accountancy sector. No merger communication, but a powerful brand that sets aaff apart.
The concrete assignment: develop a brand strategy, a visual and verbal identity and a campaign that makes the essence of aaff — co-ownership, sustainability and innovation — tangible. And make sure that employees are not on the sidelines, but the brand yourselves bring it to life.
The approach
A blended approach for a new era
As a blended agency, we bring live, digital and cross-media communication together. And that was exactly what was needed to make aaff visible and let it live! In close cooperation with the aaff team, we created a complete brand introduction and experience in just a few months.
- A clear brand strategy that captures aaff's identity in one powerful story.
- A visual and verbal identity that breaks with the classic accountancy image.
- An internal ambassador campaign, in which employees are the face and the driving force behind aaff. With storytelling and activations.
- A labour market campaign that attracts new talent with a distinctive and attractive employer story.
- A major employee event in which 2000 co-owners jointly gave the go-ahead for aaff's future.
Nice to meet you, aaff
The brand story took shape in the campaigns under the heading pleasant, aaff. With powerful images, short statements and an idiosyncratic tone of voice, aaff was launched as the new player in accountancy.
The internal event was a crucial moment. All 2,000 employees, now co-owners, came together for the first time to experience the brand. An introduction that you can only do well once. It was about meeting, experiencing and experiencing who aaff is.
The event was proof of what aaff wants to be: a place where people come together to develop and make an impact together. By starting inside, employees can now express this well to the outside world.
These effect makers provided just that little bit extra!
Would you also like to set up an unforgettable trade fair activation?
Contact Kirsten at kirsten@effectgroep.nl and find out what we can do for your brand.
