How to launch a new brand
Concept, campaign and event
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. The creative concept “Aangenaam, aaff” emphasizes the organization's accessible and open culture and professionally presents the Netherlands with a name that stands out for co-ownership, sustainability and an innovative approach.
The concept, campaigns and event were conceived, developed and produced in collaboration with effectgroep*, the blended agency for marketing, communication and events in Utrecht.
Aangenaam (nice to meet you) aaff - step into the future
With more than 180 years of joint experience, ABAB and Alfa are taking a big step towards the future. The new brand, aaff, consciously opts for a unique positioning in the accountancy and advisory world. Without traditional partners, but with 2,000 co-owners — employees who operate as if it were their company — and a B Corp certification, aaff focuses on sustainable growth and impact.
This unique approach and culture takes shape in an innovative “Aangenaam, aaff” campaign, characterized by powerful images, bright colors and a minimalist, sleek design that conveys the brand's energy. The concept invites professional and business Netherlands to meet the new name in accountancy and advice in a surprising way.
The campaign not only highlights aaff's fresh perspective, but also the brand's open, accessible and innovative attitude. Our own employees, powerful messages and an idiosyncratic tone of voice show that aaff is consciously breaking with the established order in the accountancy and advisory world.
New sound
Kirsten Flik, Head of Creative and Marlon van de Besselaar, Senior Communication Advisor at Effectgroep* say: “Despite various attempts, the accountancy sector suffers from a dusty image. With aaff, we wanted to completely break that. Make a new sound. No jargon, no unnecessary details, but short, powerful messages and images that reflect the brand's energy. This is about people who want to grow — both as entrepreneurs, in their careers, and with their customers — and we've translated that into three campaigns together with aaff.”
Integration party
The grand launch of the new brand took place last Friday, at a large-scale integration event for employees. The moment when all 2000 co-owners meet aaff for the first time. A unique, first encounter that became a one-off and unforgettable experience. A grand celebration and the starting point to bring the new brand to life. The event, which was fully developed and produced by effectgroep*, is about getting acquainted, connecting and sharing shared ambitions.
Kirsten Flik continues: “The event is all about connecting, experiencing, and truly getting to know who aaff is. By starting from within, employees will be able to carry that message outward. This event is living proof of what aaff aspires to be: a place where people come together to grow and make an impact together.”
Future-oriented vision
The merger between ABAB and Alfa creates a powerful, future-proof brand that is ready to shake up the market. Whether it's entrepreneurs looking for strategic advice or professionals who want to grow in their profession, aaff stands for cooperation, responsibility and sustainable impact.
Want to future-proof your brand?
Contact Marlon at marlon@effectgroep.nl or call her at +31 (0)30 410 0790 to discover how we make it happen.
