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ABB Rebranding

Admind Branding & Communications

Our experience with the previous brand identity, expertise in the field of branding and a close collaboration with the client over the past few years gave us a good understanding of ABB’s needs and values. Thanks to our dedication and successful projects we have been invited to step in and contribute to the big changes on the ABB horizon. Don’t let the challenges stop you ABB organized a dedicated in-house system to gather all the companies working on this particular project, to enable flawless communication and successful collaboration between the sides, on a daily basis. This turned out to be the best solution and the easiest way to delve into the topic. Joining the client and all partners, and going through the drafting/conceptualizing/correction processes together ensured a close business relationship with the people involved including ABB and its Global Management Team, Meta Design, Globe One, and ServicePlan. Nothing comes easy A date for delivering all the basic brand principles was set for March 2017 with the assumption that all the other major touchpoints will follow. Following the ‘Digital First’ rule, we developed a set of pixel-perfect pictograms and a new look for the system isometric illustration. We also supported Landscapes development, which was designed to present every area of the ABB industry in a modern and interactive way. The backgrounds and colors have been lightened to emphasize one of the key ABB messages – unlimited space for innovation. Our presence at the Client’s location and close collaboration continues as the process of brand development, rebranding, and migration is still progressing. Nevertheless, even now the memory of this ever-so-expanding project still makes us shudder of excitement and seems to us as a huge amount of work and a big success in the end.