Originally based in Germany, the global mind-mapping company moved its headquarters to San Francisco in 2006. With offices also in Germany, the UK and Japan, the corporation was eager to establish its brand as the leading mind-mapping solution globally. This began with a careful assessment of all materials online and offline to ensure that the look, feel and voice would remain consistent... regardless of what language or country they appeared in.

The rebranding effort was tackled by May 2007, and an update of their global web properties soon followed. The effort also included reimagining global marketing campaigns and social media strategies.