Diversity, Equity and Inclusion at ADUSA Supply Chain
Business Resource Groups: Brand Strategy & Visual Identity.
Diversity, Equity and Inclusion at ADUSA Supply Chain
ADUSA Supply Chain is a family of supply chain companies that together support one of the largest supply chains on the East Coast, serving the omnichannel grocery brands of Ahold Delhaize USA – Food Lion, Giant Food, The GIANT Company, Hannaford and Stop & Shop, through a self-distribution model for the future. The ADUSA Supply Chain infrastructure enables each unique brand to deliver an unparalleled experience to its customers, no matter how, when or where they choose to shop.
The Phoenix was hired to collaborate with ADUSA on a variety of projects, including Brand development, visual identity & creative design, strategic planning, campaign design & implementation, Brand amplification, engagement strategy and design of Branded spaces.
The Phoenix Team worked in collaboration with key stakeholders to develop the naming convention and visual identity for the ADUSA Supply Chain’s DE&I initiatives, including the company’s Business Resource Groups (BRG). To establish the overarching DEI brand and energize associates, The Phoenix team of strategists developed an evocative naming convention for the different BRGs, that when accompanied by the impactful visuals clearly and concisely communicates the mission and purpose of each of the groups.