Brand Culture

Defining the Heart of a Global Brand

OIA Global partnered with XO Agency to clarify and articulate the company’s brand mission, vision, and values—laying the foundation for a unifying brand platform that could inspire internal alignment and guide future messaging. This initiative wasn’t just about language; it was about surfacing what makes OIA distinctive, meaningful, and future-ready in a competitive global logistics landscape.

The project began with a deep discovery process—interviews, workshops, and a competitive analysis—to gather insights and perspectives from across the organization. From there, XO developed and refined a central brand concept that resonated with leadership and staff alike. The result was a comprehensive internal platform, including a bold brand manifesto, strategic messaging, and cultural maxims—all validated through company-wide input and brought to life through a dynamic animated video. The work now serves as both a cultural compass and a launchpad for future brand expression.

Explore, Refine, Release.

The XO Iterative Brand Development Process

A crash course in company immersion to understand the basics, before focusing efforts around exploring solutions for feedback and sharing within the organization.

Explore

XO leveraged existing research and conducted stakeholder interviews to create a strategic brand positioning framework. The team undertook a competitive analysis to identify differentiators and opportunities. The outcome was a comprehensive understanding of OIA Global’s organizational drivers, audience needs, and competitive landscape, laying the groundwork for the brand’s direction.

Refine

After the foundational research was complete, XO began refining the new brand platform and supporting language through iterative collaboration. This process resulted in a brand vision that articulated OIA’s purpose, pillars, positioning, and messaging for the employee experience, as well as specific strategies for team leaders around the world.

Employee Engagement

Bringing the Brand to Life from the Inside Out

Following the development of OIA Global’s internal brand platform, XO Agency supported the next critical phase: launch and activation. The goal was to ensure the new brand identity didn’t just live in a document—but came to life through leadership and employee engagement across the company.

We crafted a two-part activation strategy: a structured executive panel event to introduce the brand in a compelling, story-driven format, and a toolkit to help leaders share the brand with their teams in their own words. The panel, hosted by Madison Erickson, featured a scripted discussion designed to showcase key insights from the brand development journey, with leaders offering their own reflections and perspectives. To complement that moment, we built a leadership support strategy with a custom-designed card set that brought the brand’s values and maxims into everyday team conversations. These tools gave managers the ability to reinforce the brand over time—helping build understanding, alignment, and a shared sense of purpose across the global organization.