AI Drives Growth
ADA Global – The AI and Data Experience company
Building a brand for intelligent growth
The challenge
ADA had built Asia’s largest independent AI and data company across 12 markets. But the brand did not reflect the intelligent growth partner they had become.
Why it was brave
Repositioning a profitable, investor-backed business with hundreds of enterprise clients is a genuine act of courage.
ADA chose to change because the brand that got them here wasn’t the brand to take them further.
Our impact
- 14 markets unified under one brand
- 1,000+ employees aligned globally
- The brand now aligns to the vision that Axiata Group, SoftBank, Mitsui and Sumitomo invested in
Our Expertise
Brand Strategy
Brand Messaging
Identity Systems
Brand Guidelines
Experience Strategy
UX Design
Engineering
SEO & AI Optimisation
Content Production
ADA doesn’t sell services, they sell the future of how businesses compete.
How we thought about it
We ran strategy workshops with global leadership before a single visual decision was made. The insight that shaped everything: ADA doesn’t sell data and AI services, they sell the future of how businesses compete.
What we did
- Led global leadership workshops
- Developed a brand architecture and positioning framework
- Created a visual identity system
- Built a comprehensive suite of brand storytelling assets
- Redesigned the digital experience
How we applied our expertise
Brand Architecture & Positioning
We built a positioning framework around ADA’s business model. The narrative shifted from AI and data services vendor to intelligent growth partner.
Visual Identity System
The ADA identity is built around one concept: Intelligence Unlocked. A data grid forms the core device, with pointillist illustration creating forms that emerge from data.
Brand Storytelling & Activation
We built a brand asset suite to drive alignment across ADA’s global organisation. It gave 1,000+ employees across 12 markets a consistent way to articulate their mission and value.
Digital Experience
The redesigned experience moved ADA from a feature-led product site to a narrative-driven platform. It leads with outcomes and intelligent growth.
Our Impact
14 markets unified under one brand
1,000+ employees aligned globally
The brand now aligns to the vision that Axiata Group, SoftBank, Mitsui and Sumitomo invested in
“This brand evolution reflects who we’ve become. A growth partner that combines platforms, AI agents, Data Accelerators and digital operations to deliver outcomes that matter.
Athlon helped us creatively articulate this vision.”
— Klara Grintal, Chief Marketing Officer, ADA Global
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Let’s talk
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