A brand divided

AD is a buying and marketing group for independent distributors who sell construction and industrial products. As the organization expanded to including several industries across several countries, the brand grew fragmented, lacking the clarity of voice needed to take its business (and its membership) to the next level.

One brand, one voice

JK worked closely with the client to focus in on what AD does better than anyone – helping independent entrepreneurs be successful in very competitive spaces. We used this story as the foundation of a brand platform that allowed AD to better connect with their members, product suppliers and the customers their membership is courting.

What we did:

  • Branding
  • Logo
  • Brand Guidelines
  • Digital
  • Video
  • Print
  • Internal Communications
AD Logo

The power of simplicity

We started by streamlining the brand to make it more powerful. We shortened the name from Affiliated to AD, and we boiled down their complex value proposition to three simple words that resonate with every member: Together, We Win.

AD Brand Guidelines

We gave the brand a rugged new look that fits with their space and created a comprehensive set of brand guidelines that made it easy for anyone in the organization to understand what AD is all about, and for any designer in the world to create collateral that’s right on-brand.

AD Brand Guidelines

Clean and compelling

All of AD’s collateral materials were overhauled in the powerful new brand voice. JK did a complete redesign for the web, creating a clean new look that features compelling imagery, intuitive site navigation, and a refined mobile experience.

We also created videos, conversation cards and other tools to help AD’s leaders and membership talk about the organization’s new positioning to suppliers and other audiences. In essence, we turned every AD employee and member into a brand ambassador.

Launch Site

A video was created to help members better understand this exciting new chapter of AD’s history. It featured key executive and members discussing the benefits of AD membership in the new, crystal-clear brand voice.

A video was created to help members better understand this exciting new chapter of AD’s history. It featured key executive and members discussing the benefits of AD membership in the new, crystal-clear brand voice.

Making an impression

AD’s printed materials were refreshed as well, with pieces printed on high-quality stock so they telegraphed the quality of the brand the moment they fell into someone’s hands.

A strong future ahead

Since completing the project, AD’s membership requests are at an all time high, and relationships with manufacturers are stronger than ever, allowing AD to get the best support and lowest prices for their members.

“JK has been a true partner since day one… As a brand, we’re thrilled to be where we are today.”
Ricki Weisberg Ndege
Communications Director, AD