GTIA

Building a new brand and launching their online presence in 2 months

Project overview

Quick Facts

Project timeline

60 Days (Including Holiday Season)

Platform

HubSpot CMS & CRM

Key Service Areas

Branding, Data Cleanup & Migration, Web Development

The challenge

As GTIA transitioned from CompTIA to operate independently, they required a new brand identity, a public-facing website, and a complex user data migration into HubSpot: all within a strict 60-day timeframe during the holiday season.

The solution

We executed a full brand identity creation, developed the new website using custom HubSpot components, and performed extensive review and scrubbing of user data to ensure accurate migration into the new CRM.

The results

The project exceeded expectations, successfully launching the new brand and website on time. The new standardized data and easy-to-update website streamlined GTIA's ability to manage its membership and connect with IT channel professionals.

Project background

What is GTIA?

A Community For IT Channel Professionals

The Global Technology Industry Association (GTIA), previously known as the CompTIA Community, creates a space where IT professionals and enthusiasts can connect, collaborate, and share knowledge. It serves as a hub for people in the tech industry to interact with one another, exchange ideas, and get advice on certifications, career development, and various technology topics. GTIA members get perks from their membership such as discussion forums, networking events, training, resources, and webinars.

The Project scope

Move to Independence

We were approached by GTIA to assist with their move from being part of CompTIA to instead become an independent organization exclusively focusing on serving IT channel organizations and industry professionals. This was a large project with a lot to consider, like moving user data into their new CRM (HubSpot), developing a new brand identity from scratch, and creating a new website to connect with their audience and debut their new identity.

Creating a new brand identity

Branding process

Representing values and mission

Part of becoming the Global Technology Industry Association was developing a new brand identity to better represent their values and mission as an independent organization. Our process was iterative and methodical:

Ideation and discovery: Learning about the brand, competitors, and finding brand inspiration.
Moodboarding & iteration: Developing multiple directions for the brand and iterating based on feedback (we combined 2 of 3 initial directions).
Logo creation: Deep-diving into the logo creation process, presenting 3 of our strongest identities.
Final brand: Creating a final brand book to standardize use across all mediums.
Applying the brand: Applying the identity to several sub brands, banners, and table treatments.

Migrating user data

Data quality challenges

Scrubbing for accuracy

A significant portion of the project focused on migrating GTIA’s user data into HubSpot while dramatically improving its overall quality. The legacy system relied heavily on generic text fields, which introduced inconsistencies and required careful review, validation, and multiple rounds of cleanup. In addition, the previous system did not support company records, meaning users were not formally associated with their organizations. To resolve this, company affiliations were inferred using users’ company email domains, allowing structured relationships to be created within HubSpot. By the end of the migration, GTIA’s data was not only successfully transferred but significantly more accurate, standardized, and actionable, making it easier for staff to understand their membership and engage with users more effectively.

Launching a new website

HubSpot CMS development

Content strategy & site architecture

A core goal of the project was launching a website that GTIA’s marketing team could easily manage without ongoing development support. With HubSpot already serving as their CRM, building the site on HubSpot CMS was a natural fit. We developed a library of custom, reusable components that allow the team to update content, create landing pages, and make site edits without any technical knowledge. Because the site was built from the ground up, we also led the site strategy, defining the information architecture and content structure to reflect GTIA’s new independent identity and renewed focus on philanthropic giving. The result is a website that’s intuitive to manage, aligned with the organization’s mission, and built to evolve alongside the brand.

Conclusion

Launch & sentiment

Overwhelming success

The launch was an overwhelming success, and the client and GTIA members were extremely excited to see the new brand identity and website. We have continued to receive positive feedback about how easy it is to manage data within their new CRM and update the website, making it easy for the GTIA team to meet their goals without being blocked by development needs.

Project background

01 / 05

A word from the client

"I first met the Audentio team six years ago while leading a project to create a new membership offering. This included an online engagement platform, protected reports, and a secure single sign-on solution. Audentio delivered a timely, affordable, and excellent user experience. Recently, I asked Audentio to help us rebrand, create a new website, migrate and scrub data, and implement a new back-end architecture—all within 60 days during the holiday season. Mike and his team exceeded expectations, showcasing the power of a committed partnership. Audentio is more than a partner; they are an extension of our team, understanding our unique needs and delivering outstanding results. If you want a partner who invests in your relationship, Audentio is the one."