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Calliope needed a brand evolution that would capture the essence of travel-inspired retail while elevating its in-store experience for a modern, design-conscious audience. As a women-owned, family-managed business, the company had built strong local ties, but its messaging, visual identity, and retail presence lacked cohesion. Watson stepped in to refine the brand’s positioning, aligning it with a bold and engaging retail strategy.
Watson redefined Calliope’s brand voice to reflect its audience: “Travel Bugs”—shoppers who seek high-quality, fashionable, and travel-friendly products. The messaging was crafted to balance premium style with accessibility, emphasizing cc McKenzie’s curated selection of merchandise. Watson also revamped the visual identity, creating a fresh and modern aesthetic that included updated signage, packaging, and in-store displays. The new brand narrative was infused across all touchpoints, making Calliope a recognizable, engaging retail space at the Portland Airport.
The rebrand solidified Calliope’s presence in Oregon’s travel retail landscape. Store traffic increased as the new identity and marketing strategy resonated with both returning customers and first-time visitors. The enhanced storytelling and visual appeal transformed the store into a must-visit destination for travelers seeking unique, high-quality products. The partnership with Watson gave Calliope a refined identity and a clear strategy for continued retail growth.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
