CASE STUDY

Synthesizing Purpose Through Brand Rediscovery

Client: GBTA

Continents served

0 K+

Members

At a glance

Challenge

Reposition a global travel brand in response to the dynamic shift in the post-pandemic workplace to reaffirm its role and value in the business travel industry.

Result

Pariveda clarified GBTA’s purpose, developed a new brand positioning to align their purpose to market needs, and designed a visual identity to signal the change.

Impact

Trust in GBTA has increased, driving up memberships and membership engagement, and opening opportunities for global expansion.

The Global Business Travel Association (GBTA) is the largest member organization in the business travel industry.

As the authority on global business travel, GBTA unites over 28,000 worldwide professionals through community, advocacy, and learning. When COVID-19 halted business travel, GBTA seized the opportunity to redefine its value and purpose and rebuild trust with members.

Reinvigorating a 55-year-old travel brand at an inflection point in the world of business travel.

Because of the disruption in business travel, GBTA’s name became disconnected from their core messaging, value, and purpose. The organization’s commitment to serving members and the industry through the changing business travel environment was not effectively articulated through the brand. And the community was unaware of GBTA’s value beyond their annual convention.

GBTA partnered with Pariveda to reinvigorate and rebrand the 55-year-old association by leveraging key value points of connection, community, growth, representation, and leadership.

How Pariveda realigned purpose to restore trust:

Clarified the core messaging and renewed the organization’s symbol to illustrate how GBTA unites the industry locally and globally to drive progress.
Redefined GBTA’s value and purpose with a new tagline and bold, new visual brand.
Expanded awareness of the organization’s value with a new descriptor that speaks to its wide breadth of offerings.