This is a story about

how warmth goes far beyond just the temperature of your bath.

CLIENT

Cala Systems

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SECTOR

B2B & B2C

STAGE

Seed Round 5.6M

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INDUSTRY

Climate Technology Product Manufacturing

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The Company & The Ask:

An American technology company that designs, manufactures and sells energy efficient and intelligent heat pump water heaters.

Cala had no branding when they approached me—not even a name. They needed to create an entire brand identity from the ground up, including renaming the company. The challenge was to define how Cala would show up in the world, stand out from competitors, and redefine the category in preparation for their big launch.

The Solution:

We shaped Cala’s brand identity from scratch, starting with the name and crafting a cohesive brand story.

We developed a clear brand platform centered around "Feel-Good Warmth," a concept that goes beyond just providing warmth—it represents feeling good about your impact on the planet, your utility bill, and the comfort of hot water.

Since the launch

Cala has seen a steady stream of reservations, with numbers continuously growing for 2025 deliveries.

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A tale of two audiences:
consumers and installers.

We split the name into “Cala” for consumers and “Cala Systems” for installers, tailoring messaging and visuals to each audience while keeping the brand unified.

In Romance languages, “Cala” refers to a small, sheltered cove, evoking feelings of calm and protection—perfectly aligning with the brand’s “Feel-Good Warmth” platform.

“Cala” emphasizes approachable comfort for consumers, while “Cala Systems” highlights the technical reliability installers need. This distinction ensures both audiences quickly understand how Cala fits into their lives and work.

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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.”

Let’s talk Consumers first:

With the “Cala” brand, we focused on creating a warm, approachable identity that immediately connects with consumers. The visual branding steers clear of industry clichés, using authentic, relatable imagery and messaging to capture the everyday comfort of home.

We introduced a rotating degree symbol into the visual branding to symbolize intelligent heating and continuous warmth, reinforcing the brand’s smart, innovative approach.

Now let’s talk Installers:

With “Cala Systems,” we crafted a brand identity that highlights advanced technology while focusing on what matters most to installers.

The visual branding and messaging emphasize reliability, streamlined installation, and efficiency, showing how Cala’s smart systems can enhance installers’ work and improve their business. Cala Systems makes it clear that delivering high-tech, energy-efficient solutions is not just smarter for the customer, but better for the installer too.