As the largest membership organization for travel professionals, the Global Business Travel Association (GBTA) faced a significant post-pandemic strategic challenge: rebuilding credibility and unifying its complex, global network of chapters and partners. Fragmented brand expression created confusion for B2B members and hindered the ability to ensure standardized governance across all international markets.

We crafted a unified messaging and positioning platform to articulate GBTA’s value and reaffirm their commitment to members. We designed a new logo and brand system, and a brand architecture where all global programs adopted a shared visual identity.

Enabled a consistent visual identity across global events and communications, solving fragmentation worldwide.

Reinforced GBTA’s mission and trust in a rapidly changed industry landscape.

Established a scalable brand system that ensures the brand can support future international partnerships.