Callens is ready for the future. The industrial heating and air conditioning specialist undertook a full rebranding, taking the opportunity to boost its internal and external communication. We co-authored this cross-media success story.
Rebranding from A to Z
Callens & EMK now Callens. The name change was a good time for the Belgian market leader in industrial heating and air conditioning to polish its corporate image. Right down our street. We stylised the logo, created a new concept visual to reflect the Callens DNA profile and streamlined the house style.
All documents (including business cards, letterhead and email templates) were updated with the new Callens look. As were the cars, workwear and... cycling trousers. We were responsible for every aspect of the rebranding operation, making sure that everyone felt they were involved. So how did we do it?
Creating buzz
We published teasers in social media well before the launch of Callens’ new style. We posted short videos “ and announced that some important news was coming on the company’s Facebook page. The response was good, as the videos and messages clocked up a lot of views and shares. By stimulating employees and customers we were able to create a buzz round the impending rebranding. The countdown clock on the side of the corporate premises added to the excitement.
New website
Our online team got to work on preparing the new website. We drew up a convenient structure and adapted the design to fit the new house style. We reworked the content, integrated the concept visual, videos and infographics and left more space for the people at the company.
The employees and their projects are featured prominently on callens.eu. To “ stimulate their pride in their work and strengthen the team spirit, we even gave them their own name: Calliers
Magical launch event
The new corporate image was unveiled at the launch event for employees and their family. Our event team ensured it was the highlight of the rebranding campaign. Inspired by the ‘Let the magic happen’ theme, we transformed the company site in Waregem into a magic village, with bouncy castles for the kids and entertainment for the grownups. We also added an original flavour to the catering with personalised cocktails and food trucks.
After the show TV illusionist Nicholas followed a stylish video announcing the ‘new Callens’. And then there it was: the Callens logo on the big LED screen. Applause from all Calliers, and then the party really cut loose (thanks to a smokinghot DJ set by the two CEOs). The event set the seal on a magical crossmedia campaign and marked the beginning of a new chapter. Watch the mood movie at www.dms.be. to get an impression of this event.
