CLIENT: Cala Systems
INDUSTRY: B2B / B2C
SCOPE: Brand Creation
This is a story about warmth you can feel good about, every day.
Cala came to us with a revolutionary product and no brand to match it. We built their brand from the ground up—starting with a new name, then crafting a full identity around the concept of “Feel-Good Warmth.” From messaging to design to website, everything works together to show how Cala brings intelligence, comfort, and care to every drop of hot water.
We chose Cala—a word for a small bay or cove in Spanish and Italian—because it evokes warmth, calm, and comfort. It’s easy to say, easy to remember, and easy to imagine living right in your home.
A tale of two audiences.
We use Cala for consumers and Cala Systems for installers—same brand, tailored tone. Comfort for the home. Confidence for the pros.
Since launching the new brand, Cala has had a growing waitlist for unit reservations.
Michael Rigney
CEO & Co-Founder
“I interviewed three agencies and received price proposals from each. Meli was cost-competitive, but I ultimately selected her because of her consistent ability to identify and communicate powerful human emotions—something we were specifically looking for.
Meli delivered beyond my expectations, creating a foundation we believe will support a decade of company growth. She has an exceptional ability to absorb information and respond with creative, on-point solutions, all while effectively communicating with non-experts. She’s patient, determined, and always willing to put in the hard work, even through multiple revisions—naming and website design in particular stood out.
Her high standards and grit make her one of the best service providers I’ve ever worked with, and I’d partner with her again in a heartbeat.”