The Association of Strategic Alliance Professionals (ASAP) is a nonprofit, global membership organization for professionals who oversee strategic alliances, ecosystems, go-to-market partnerships, and business collaborations. With a long legacy in pharmaceuticals and healthcare, the organization needed to reposition itself to engage professionals in industries where alliances drive growth—technology, energy, manufacturing, and financial services. I assessed the landscape, drew inspiration from modern membership organizations, and defined a bold new identity that gave ASAP a cohesive, contemporary, and future-focused presence while honoring its heritage.