Adili Group Rebrand

The story so far

When the Adili Group was founded in 2010, under the name of Chunga Associates, it provided company secretarial services for businesses operating in, or expanding to Kenya. In 2011 it merged with another established company secretarial business, Specialists consultants. This merger led to growth of its client base and services leading to a regional expansion into Tanzania in 2017. In 2019, with over 100 years of combined experience, following several successful acquisitions as well as expansion of its regional footprint in Uganda, the name ‘Adili’ was born. This was created to reflect the diligent and knowledgeable nature of the Adili team, which holds a deep understanding of local and regional market needs.

The last three years have brought ever more change and development in the markets that the Adili Group operates in, requiring great expertise and agility in the deployment of payroll and accounting, tax compliance and immigration solutions, as well as risk advisory consulting and distress services. As Shital Shah, COO at Adili, explains, “Our reason for expansion is to cater to client requirements and is complementary to our existing services. We understand how our clients operate, and that their needs and markets constantly shift and evolve.”

With such growth comes the need for any brand’s logo, imagery and language to evolve, and to communicate a clear vision to clients. Conrad Nyukuri, Partner at the Adili Group, believes that the group has  “…created a brand that embodies our values of knowledge, agility, efficiency, diligence, and pan-African experience and which represents these ideals. We aim to ensure that our clients receive the best solutions and help them navigate today’s business world.”

What’s changed, and why?

With a growing portfolio of businesses, The Adili partners and stakeholders knew it was the right time to position the company as a leading corporate consultancy whose expertise meets a broad spectrum of business requirements, with a brand that demonstrates its swift and pertinent response to market demands.

Involving a completely redesigned look and feel, including the logo and primary brand colours, a new website, updated brochure and the inception of insightful client newsletters and articles, the project has proven more than just a ‘rebranding’- rather, one that has seen the Adili Group consider, create and launch their brand afresh to the world for the first time. It is much more than aesthetics. The refreshed branding is informed and propelled by the Adili Group’s long-term strategy, reflecting the company’s position as a provider of innovative solutions, with a distinctive offering to the market.

‘With over 100 years of combined experience in delivering quality services, our new brand takes Adili to the next level. Our team has come up with a brand that showcases our innovative approach to current challenges and to improving business efficiency.’- Willie Oelofse, Partner

Shital describes the process as “enlightening”, adding “It has really got us to think. It has made us consider how we bring synergy, clarity and consistency to the Adili Group branding, to accurately reflect what we do for our clients as an established and independent organisation. This is just the beginning, and we will continue to cater for our clients’ needs, because  we are Adili.”

This bold statement is justified not only by the Adili Group’s team, who bring diverse expertise across multiple East African countries, demonstrating the company’s success in building a cross-cultural, multidisciplinary team; but also by the Adili Group’s vast suite of services, the profiling and consolidation of which has played a huge part in this activity.

The rebranding journey

The Adili Business Development team led the charge for this rebranding task, successfully honing and communicating a clear value proposition for internal and external stakeholders alike. With the support and guidance of senior management at The Adili Group as well as Anjarwalla and Khanna (A&K)’s Business Development and IT teams, the project focused on transformation within two key areas; the visual brand and the linguistic identity.

The visual evolution

Adili’s bolder and brighter aesthetic represents the group’s myriad areas of expertise, whilst recognising the personality and originality of the company and its East African story. Images and photography have been carefully selected and leveraged to mirror the supportive and people-first approach that the Adili Group and its team take with every project.

“Photography played a massive part in this brand refresh, which is really more of an evolution than a revolution. We looked very closely at the aspect of journeys through the photography used. What is beautiful about the Adili Group’s work is that they are able to help businesses on every point of their journey, no matter whether this is at the startup or established company phase. This just had to be captured in the imagery selected.” – Arian Hashemi, Founder, Brand Husl

The linguistic evolution

“This is a very exciting point in time for the Adili Group; our work has focused on bringing a real sense of clarity to the business, ensuring that everything the team provides and stands for is clearly communicated to the world.” – Harriette Foulkes-Arnold, Director, The Contented Agency

Working closely with The Contented Agency, the Adili Group has strengthened their verbal identity through the consistent inclusion of their key values – knowledge, efficiency, agility, diligence and pan-African service – in all communications. Compelling storytelling, whether it is the company’s own evolution or testimonials from their clients, makes it clear who the Adili Group are, who they serve and the values they stand for.

The Adili Group is proud to announce their renewed brand, launching on October 18th, and looks forward to the continued growth and expansion of their services, client base and pan-African footprint.