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Helping The 'ADB' Create An Innovative New Brand

The Asian Development Bank (ADB) is committed to achieving a prosperous, inclusive, resilient, and sustainable Asia and the Pacific, while sustaining its efforts to eradicate extreme poverty. It assists its members and partners by providing loans, technical assistance, grants, and equity investments to promote social and economic development.

Increasingly the ADB is also a source of innovation in the solving of some of Asia's most intractable problems.  However, innovation requires the opposite of a business-as-usual approach, which is why the Knowledge Management team at the bank wanted to create whole new brand and space in which to do it called 'The Innovation Hub'.

Moore's Lore Media was tasked with creating a new look and feel for the hub that would make it distinctive, signal positive change, and elevate the bank from a pure financial institution to financial AND knowledge institution that harnesses innovation to amplify impact.  This is what we did and how we did it.



We worked with a diverse team of men and women of different disciplines and backgrounds at the bank to engage in a comprehensive process of defining and designing a new brand that would represent everything the Innovation Hub is and aspires to be.​


The Innovation Fair gave us a unique, once-every-two-years, opportunity to launch the Innovation Hub branding in pre-event marketing materials that were distributed over email, social media, ADB Intranet and its internal digital signage network, driving record registrations for the event itself.


During the Innovation Fair event, we captured reactions to the new look Hub, executive endorsements for its aims and thought-leadership content from speakers and delegates to share throughout the year.



"We have engaged Neal and the Moore's Lore Media team for multiple projects but most recently we tasked them with developing a brand, from scratch, for the ADB Innovation Hub. The ADB Innovation Hub is a cutting edge initiative designed to foster innovative thinking and help transform how the bank engages with its developing member countries, and the new brand had to embody all of that. Moore's Lore took the time to educate the whole Innovation Hub team on brands and branding during workshops that enabled all of us to contribute to the creative process. They were not only creative but collaborative, passionate and professional at every step of the journey, whilst managing our expectations and those of our many stakeholders at all levels of the bank.

The final brand is innovative, energetic and utterly distinctive, whilst aligning with ADB's broader brand guidelines. It unites all the Innovation Hub's varied activities under a single visual umbrella that was stunningly showcased at our Innovation Hub launch event, for which Moore's Lore produced a range of distinctive brand templates and assets for us to use in emails, on social media, in videos and across our digital signage network before, during and after the event.

Ultimately, Moore's Lore Media made the process of developing a new brand simple, painless and yet highly creative and we will certainly engage them on similar projects in future."

Vivek Raman, Principal Knowledge Specialist, Asian Development Bank

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