Case Study

Global Business Alliance Case Study


Global Business Alliance


Brand Identity

Brand Strategy

Campaign Strategy

Content Strategy


Design Strategy

Website Design & Development

Website Strategy

Rebranding International Business in the U.S.


Established in 1990, the Organization for International Investment (OFII) is well-respected for its three decades of work on the Hill, and the jobs its member companies help create through international investment in America. Backed by a mission to actively promote and defend an open economy that welcomes international companies to invest in America, OFII promotes policies that boost America’s economic growth and advocate for fair, non-discriminatory treatment of international companies.

With a growing and diverse membership base working towards a united mission, OFII needed a new visual identity to lead their organization into the future. Without the right brand strategy in place,  it was challenging for OFII to clearly communicate their advantages to current and potential members.

OFII selected Beyond Definition for guidance to evolve its brand to better reflect the organization’s global audience and mission.


Through several rounds of research and a visual identity workshop, our team developed a new name, logo, marketing roadmap, and engagement campaign to introduce a rebranded OFII to the marketplace. After three decades as the Organization for International Investment, OFII evolved into the Global Business Alliance (GBA) to better represent the American companies with global heritage that are an indispensable part of our nation’s economic success. The new brand better captures the organization’s essence and better communicates its mission to policymakers and the public.

Our overall objective, as with any rebrand, was to drive awareness of the organization’s new brand, which is even more critical as it takes on a new name. The roadmap provided guidance for the OFII team to saturate the market leading up to and after the brand’s public launch in a scalable way, ensuring that the right messages hit the key audiences at the optimal time.

“Debbie, Mark and the entire Beyond Definition team provided us with the expert guidance we needed to identify the full potential of our brand. Throughout every stage of the decision-making process, they doggedly pursued a brand name fitting of our world-class, industry-leading member companies.  Beyond Definition delivered.”

— Nancy McLernon, President and CEO of the Global Business Alliance (formerly OFII)

Phase 1 Phase 1: Diagnostics & Discovery

Our team began the multi-phased rollout of OFII’s rebranding with a series of discovery activities including a comprehensive brand audit, competitive analysis, and user journey workshop. The insights and feedback collected in our discovery work were used to inform the steps forward in developing a brand name and strategic messaging.

Brand Values

United Voice




Brand Persona









Phase 2Brand Identity

One of the most important imperatives for the new brand was allowing OFII to change attitudes towards international-based companies and create a fair environment for them to operate and create jobs in the U.S. We focused on a new brand identity that would highlight the positive impacts of global business in the U.S. and give OFII the platform to advocate on behalf of its members and their interests. We worked with a wide range of passionate stakeholders to find a brand they could unite behind, starting with a new name for the organization that created more clarity and opportunities for advocacy and messaging: the Global Business Alliance. We created a modern visual identity that referenced their past and told a powerful new story about the movement of international companies coming together to invest in America and create a positive impact here.


Phase 3 Brand Launch & Rollout

To launch the new GBA brand identity and name to the public, we focused on educating and engaging with key audience segments. This included the development of a marketing roadmap that provides recommendations to help GBA explain to current members why a change in the OFII brand was needed and why it benefits them, with the goal of gaining approval and feedback of the new brand. The strategies and tactics utilized in the roadmap were informed by our discovery research, including emails, webinars, market research, and social outreach.