ADSS Unveils New Branding Amidst Global Expansion

"We have reached a point in our growth and development when our identity needs to speak to a wider audience"

ADS Securities has now rebranded its operations and will be henceforth known as ADSS across all of its business segments moving forward. The move reflects a further development for the established ADS Securities brand, which comes on the heels of a global expansion into new markets, regions, as well as products on offer.

The past year has seen ADSS consistently focus on new markets, culminating in an emphasis on retail, new cryptocurrencies on offer, as well as subsidiaries. Philippe Ghanem, Vice Chairman and CEO at ADSS, commented on the rebranding: “When we launched ADS Securities in 2011 we were an Abu Dhabi based FX and commodities brokerage, but now we have a significant presence in Asia, Europe and we are developing into Africa.”

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“We are headquartered in Abu Dhabi, and this is still reflected in our brand. By becoming ADSS, we have an identity which is accessible and relevant to the wide range of financial services clients we now work with,” he added.

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Philippe Ghanem

The ADSS brand will be implemented with immediate effect across all business units of the company. This includes both London and Hong Kong, as well as a new website, which has changed its domain to www.adss.com.

The branding approach constitutes the next step for ADSS, which has consistently moved to cater to a new and growing client base. “Our clients around the world will recognise this as an evolution of the brand. We have reached a point in our growth and development when our identity needs to speak to a wider audience. As we introduce the latest technology, products and services, ADSS needs to connect with a modern and youthful audience, as well as our traditional and well-established clients,” explained Ghanem.

“We wanted the new logo to keep representing the values we are known for but also work for new traders and investors.  We are entering a new stage in our development and have a new brand to help take us forward,” he noted.

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