From The Campbell Group to Campbell Global
Over the past three decades, Campbell Global has established itself as a leader in the field of sustainable timberland and natural resource management. Campbell Global currently manages more than 3.1 million acres worldwide.
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.