A differentiated approach to logistics communications
One of Skyne’s most long-standing partners, Abu Dhabi Terminals (ADT), operates and manages the region’s first semi-automated and most technologically advanced container terminal at Khalifa Port. This port in Abu Dhabi is named the second fastest growing port globally. Over the past years Skyne and ADT have been collaborating on many projects, from creating a visitor center to a website, exhibition stands, campaigns and more. Our collaboration is always focused on creating distinctiveness and finding the connection with the target audience.
THE VISITOR CENTER
A state-of-the-art port experience
ADT wanted to connect with its audiences and asked Skyne to look for new ways to tell the story of Khalifa Port Container Terminal. Therefore, we dived into the world of container terminals to find a unique proposition which is relevant to ADT’s target audiences. The solution? A visitor center that is being used to introduce clients, governments and Emirati students to Khalifa Port Container Terminal.
To ensure a consistent experience we created a principle which guides the design, the branding and the story of the visitor center: ‘Continuity and Transformation’. ‘Continuity’ lies in Abu Dhabi’s rich history of sea trade and the important position of ADT in the development of regional trade. ‘Transformation’ is the constant development of making sea trade more efficient by innovations. The principle is consistently translated in the iconic interior design, the kinetic graphical language and the cutting-edge interactives which provide (real-time) insights in the container terminal in an exciting and engaging way.
“I am still very proud every time I showcase Khalifa Port Container Terminal using the tools and storyline in the visitor center.”
– Martijn van de Linde, Former CEO Abu Dhabi Terminals/Advisory board Mubadala Infrastructure partners Limited Abu Dhabi
An engaging, distinctive, and dynamic online experience
Next to having the physical experience, the visitor center, ADT was looking for ways to enhance its online experience. The company needed a more engaging, customer-centric and technologically advanced website.
Skyne researched the current website, the competition, the needs of ADT and the desires & online behaviour of the company’s target audiences. Furthermore, we gathered best practices and inspiring examples from both inside and outside the logistics industry. From there, we identified opportunities to make the website more engaging, distinctive, and dynamic, with reduced text, infographics, real-time information and the use of proper search engine keywords.
To create coherence in ADT’s overall brand image, we translated the visual style of the visitor center to the design of the website. The graphical language used in the center is now part of the online experience as well. The bilingual website (English & Arabic) features integrated live data, such as container tracking and a real-time overview of vessels expected, arrived and departed.
Benefiting from exhibition communication
As part of their Emiratization program, ADT took part in the Tawdheef exhibition to excite Emirati graduates to work for the container terminal. We created an eye-catching stand and engaging messaging to capture the imagination of young Emirati. A gamification of the processes at the container terminal was developed to let the target audience experience the port in an exciting way. ADT received an immense amount of CV’s of students during the Tawdheef, part of whom have been selected and are currently working at the container terminal.
Furthermore, Skyne developed the stand design and communication tools for the TOC Container Supply Chain exhibition and conference. This is a yearly event and global meeting place for port and container terminal businesses. We created an innovative exhibition booth with efficient use of small space. The hero of the stand was the interactive application that portrayed the activities in the container terminal real-time. ADT was successful in achieving its main objectives of doing new business, networking and making a mark in the competitive field. The stand is modular and re-used several times for other exhibitions
In addition, Skyne developed a holistic program to communicate ADT’s safety rules and avoid any chance of accidents among employees and visitors of the container terminal. We created a campaign based on the big idea to visualize the consequence when safety rules are not obeyed. Impactful imagery was used that make clear instantly why it is important to be aware of the rules and stick to them. Signage was designed and developed to point out the risks of certain areas in the container terminal.
How we helped ADT connect with its audiences
Research & Analysis
Target audience research
Strategy & Story
Concept & Design
Brand experience design
Communication tools design
Signage & Wayfinding
Implementation & Activation
Visitor center fit-out and installation
Our collaboration is always focused on creating distinctiveness and finding the connection with the target audience.
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