LOGO & CORPORATE IDENTITY
CallidusCloud: Creating Order Out of Chaos
As a leader in sales management software, CallidusCloud was an authority in pretty much everything "sales" related. Except one: selling themselves. After a long period of acquisitions, they were faced with a vast, confusing collection of disparate products, services and brands.
Our workshop process allowed us to “simplify a complicated mess,” according to their CMO. We simplified their organization around four key pillars: Hiring, Training, Marketing, and Sales. Then, we created a coherent Master Brand platform that determined how to treat sub-brands that had equity and those that didn't. We also helped define their strategy for future acquisitions.
In fact, our brand architecture solution inspired their new logo design, a new verbal and visual identity system, along with a set of brand guidelines. In addition, we developed several national sales videos, as well as their first national TV spot, all created and produced in-house.