Designing GCCs to Enhance your Brand Identity

Thinking about establishing a Global Capability Center (GCC)? You’re not alone. As multinational corporations seek to scale innovation, build global teams, and drive long-term value, GCCs have emerged as a strategic way to achieve operational excellence — while staying aligned with company culture, talent needs, and brand identity. 

At SMC Squared, we specialize in helping organizations envision, design, and launch GCCs that go beyond traditional offshore models. From global tech hubs like India to emerging markets in Latin America and Eastern Europe, we help clients select the right location — and build centers that feel like an extension of their enterprise. 

This article outlines the key factors every organization should consider when creating a global center that’s built to last. 

What Is a Global Capability Center (GCC)? 

A Global Capability Center is a dedicated, company-owned operation located in a global market, delivering core services in technology, engineering, data, or operations. Unlike outsourced teams, a GCC is fully aligned with the enterprise’s values, governance, and long-term objectives. 

SMC Squared’s proprietary model ensures your GCC: 

• Supports strategic business functions 

• Embeds your culture and brand identity 

• Enables global team collaboration 

• Maintains ownership and control 

  
  

Whether you’re scaling digital initiatives or building future-ready teams, a GCC offers the infrastructure and flexibility to grow on your terms.

Now, through our strategic partnership with Hexaware, SMC Squared is stronger than ever — combining our proven GCC build expertise with Hexaware’s deep capabilities in AI and intelligent automation to help enterprises realize the future of global delivery. 

Together, we’ve launched GCC 2.0 — a next-generation model that blends human expertise with emerging technologies, enabling companies to scale with speed, innovation, and strategic impact. 

How Do We Approach GCC Design? 

Our process is built on collaboration, clarity, and customization. We work directly with CIOs and executive teams to define the right strategy — and then design the GCC around your business goals, talent needs, and brand DNA. 

Here’s how it typically begins: 

• Discovery & Visioning: We align with your executive vision and operational needs. 

• Global Market Assessment: We guide location strategy — considering talent availability, cost and scalability. 

• Workspace Design & Culture Mapping: We ensure your brand and employee experience translate into the new environment. 

• Talent Planning & Governance: We help build core teams that reflect your organization’s values and performance standards. 

  
  

This isn't a template-driven process — it's a tailored partnership built around your enterprise, ensuring every decision supports your specific goals and needs. 

What Role Does Office Design Play? 

Office design is more than aesthetics — it's a strategic tool for brand expression, employee engagement, and productivity. 

We collaborate with award-winning design firms to create spaces that bring your culture to life. This includes: 

• Reflecting brand colors and visual identity 

• Designing for collaboration, focus, and hybrid work 

• Incorporating wellness and innovation zones 

When we helped Topgolf Callaway Brands Corp. establish their Global Capability Center, we integrated a putting green directly into the workspace — a recreation element that reflected their shared brand DNA and energized the employee experience from day one. 

Can Leadership Visit Before Committing? 

Yes — and we encourage it. We often arrange on-site visits or virtual walk-throughs of existing GCCs so technology leaders can: 

• Explore real-world examples 

• Understand how others have brought their brand into global spaces 

• Visualize what’s possible for their own organization 

These visits often spark new ideas and bring clarity to the planning process. 

What Customizations Are Possible? 

Customization is at the heart of what we do. No two GCCs are the same — and we work closely with you to ensure the environment supports your team and represents your brand. Common customizations include: 

• Innovation labs or smart conference rooms 

• Branded onboarding and training areas 

• Common recharge zones 

Every space is intentionally designed to mirror your enterprise, not feel like a remote outpost. 

How Long Does It Take to Launch a GCC? 

While timelines vary by scope and location, many of our clients design and build their GCCs within 3-4 months including: 

• Site Identification and Options Analysis 

• Lease Management and Negotiation 

• Setting up branded, functional office space 

• Interior design and space planning 

With our on-the-ground experience and proven process, we accelerate time to value while maintaining quality and alignment. 

Can We See Examples of Previous Builds? 

We're proud of the GCCs we've helped bring to life. 

Watch our time-lapse video of a recent center built in collaboration with Zyeta.

Explore client success stories, including Ecolab, Fossil, and more.

 

Ready to Explore What’s Possible? 

At SMC Squared, we believe a well-designed GCC is more than just a remote office — it's a strategic asset that reflects your vision, values, and commitment to global excellence. 

Let’s explore how we can help you design and build a global capability center that’s true to your brand — and built for what’s next.  Schedule your GCC Consultation today.