Callison is the largest retail firm in the world, with a culture characterized by collaboration and high creative ideals. Seeking to clarify their image, they turned to PBDH for leadership developing their brand identity.

The Case

Through our Brand Builder™ process we discovered a theme setting Callison apart from other architecture firms: rather than just creating buildings, they focus on the end user experience, creating optimal places for people to live, work and play.

We developed their tagline "Creating Smarter Places" based on their understanding of the relationship between people and their surroundings.

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PBDH helped 300 partners and associates embrace the new brand position, a critical component of organizational effectiveness. For professional services firms like Callison, brand becomes a virtual ambassador, conditioning the sale before clients meet the firm, and reinforcing the sale after clients have been successful. This enables individual practitioners to rally around the brand and its guiding principles.

Need Proof?

#17
Advancing five positions since the re-branding, Callison ranked #17 in global billings in 2004. They are now the world's largest retail architecture firm.