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CASE STUDY

Synthesizing Purpose Through Brand Rediscovery

Client: GBTA

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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.

The Challenge

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.

GBTA conference displays in new branding

The Result

How Pariveda realigned purpose to restore trust:

The Impact

By reaffirming its commitment to serving the industry and its members through turbulent times, GBTA reignited pride in the organization and renewed trust within and outside the industry.

In partnership with Pariveda, GBTA recaptured its value, purpose, and authentic voice to inspire members and power a sustainable future.

Learn how we deliver on the essential, strategic needs that enable companies to sustain a resilient and impactful business.

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Guide

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