From The Campbell Group to Campbell Global
As part of our ongoing work with Campbell Global, in 2013, the firm – then named The Campbell Group – partnered with Gard Communications to completely refresh their brand, with a goal of aligning the brand image, name and messaging with the organization’s growing global presence.
Founded in 1981 in Portland, Oregon, the firm had developed a strong brand, taking pride in its client relationships, Pacific Northwest roots and significant industry expertise. A smooth and successful name change meant more than just swapping out the sign on the door; it involved significant strategic thinking and a carefully planned and executed rollout to a variety of important audiences.
Throughout the project, Gard worked closely with Campbell Global’s executive team to ensure that their identity and core values – Integrity, Quality, Service, Growth and Fun – were maintained in all aspects of the work.
In March of 2014, Campbell Global successfully launched their refreshed brand. The rollout included the new name and logo, a new website, marketing materials and signage, as well as refined messaging that reflects the firm’s global timberland management expertise. A targeted earned media campaign generated news stories in business journals and other publications.