Callidus Brand Journey COMPASS by Nomad Creative

THE JOURNEY OF A THOUSAND MILES BEGINS WITH ONE STEP. — LAO TZU Brand Journey COMPASS Consider this a guide, a map of sorts. You’ve worked hard and come a long way with your business, kudos! Now you’ve taken another important and signi昀椀cant step by embarking on a strategic journey to rede昀椀ne and enhance your brand. This Brand Journey COMPASS is designed to navigate the path ahead, marking key milestones and plotting a course for future success. As you venture forward, this document will serve as your reliable guide, aligning your aspirations with actionable strategies, and illuminating the route towards achieving your ambitious goals. Welcome to the next exciting chapter of your business story. 248 Hours of branding journies completed in 2023 4 Wildly successful brands have been launched with Nomad this year Created by: Nomad Creative Phone 701-200-7060 [email protected] Prepared for: Taylor Parlanti Callidus Electric Issued: 12.04.2023 Valid until: Brand discovery is a journey, 12.31.2023 let’s take it together.

Your brand journey starts NOW All signs point to SUCCESS Callidus Brand Journey COMPASS

Sometimes it’s the journey that teaches you a lot about your destination. — Drake Roadmap Where you’ve been 04 SHE Where you’re going 06 Roadblocks 08 THUR A AR Orientation 10 — Destination 11 TION. Choose your path 12 , NOT A DESTINA S IS A JOURNEY SUCCES LET’S DO THIS! 3

Brenden was very polite and friendly. Did an amaz- ing job and glad he gave me a Military Discount without me asking if the company have it. Will use this company again. Thanks for being an outstanding company. 362 5-star reviews on Google Callidus’ focus on exceptional customer service has resulted in an amazing reputation on and of昀氀ine. Jordan was wonderful from start to 昀椀nish on coming to look at our AC units. He was thorough and explained everything in great de- Callidus Brand Journey COMPASS tail. Also reasonably priced! Highly recommend and will be using Callidus for all our future AC needs! Thank you!

Learn from yesterday. Live for today. Hope for tomorrow. — Albert Einstein Where you’ve Success is the sum of small efforts, been repeated day in and out. — ROBERT COLLIER Callidus Electric has charted a remarkable journey since the beginning In 2011, Callidus started as a family-owned, dedicated electrical services provider. Recently, the company successfully expanded its portfolio to include HVAC services, dem- onstrating a keen responsiveness to market demands and customer needs. This expansion re昀氀ects Callidus’s adaptability, resilience, and commitment to excellence. Throughout this period of growth, they have maintained a strong focus on quality and customer satis- faction, which has been the bedrock of their reputation. Their journey thus far has been characterized by steady growth, a deepening understanding of their market, and the accumulation of a very happy customer base, all achieved amidst the competitive and ever-evolving landscape of the building services industry. Established in OVER 12 LOCATIONS AROUND Family-owned, veteran- YEARS SERV- LAS VEGAS owned, woman-owned ING THE LAS 6 VEGAS AREA 2011 & BEYOND STEADY GROWTH DEEPENING UNDER- HIGHLY SATISFIED STANDING OF THE CUSTOMER BASE MARKET From expanding their team, Over the years, Callidus has A cornerstone of Callidus’s service area, and service gained a profound insight success, this achievement offerings to include HVAC into the dynamics of their stems from their unwaver- alongside their foundational market. This understanding ing commitment to customer electrical services, Callidus has come from engaging satisfaction, evident in their has steadily increased their closely with their customers, high-quality service delivery, market presence. staying attuned to changes in responsiveness to customer This growth re昀氀ects their the industry, and continually needs, and ethical business Committed to ability to respond to adapting their services to practices. This effort has evolving customer needs meet market demands. resulted in positive reviews integrity and exceptional service in every and industry trends, all and a strong reputation, con- interaction and at every touch point while maintaining the tributing signi昀椀cantly to their quality of their services. business growth and market position. 5

carpe diem carpe momentum occasionem carpe Where you’re going Looking ahead, Callidus is poised to embark on an ambitious phase of growth and diversi昀椀cation. The company aspires to broaden its service offerings to include plumbing, automation, and general contracting, envisioning itself as a comprehensive provider of integrated building solutions. This future trajectory is underpinned by a strategic branding project aimed at aligning the company’s image with its expanded capabilities and future goals. This next chapter in Callidus’s story is about transcending bound- aries, pioneering new paths, and setting new benchmarks in the building services sector. IF YOU DON’T KNOW Environmentally conscious WHERE YOU ARE GOING, YOU WILL PROBABLY END UP SOMEWHERE ELSE. —LAWRENCE J. PETER Strong sense of community contribution Technological advancements Callidus Brand Journey COMPASS

One way to keep momentum going is to have constantly greater goals. — Michael Korda 2024 Callidus aims to position themselves as a leader in the industry on the West Coast and beyond. Callidus’s aspirations are not aham Lincoln just about widening their service spectrum but also about eate it. — Abr embedding innovation, e is to cr sustainability, and ethical ict your futur ed practices into their core operations e best way to pr h T Create a LOYAL customer base from past happy clients TAP INTO UNTAPPED MARKETS 7

percipere perseverare praevalere y and Roadblocks tunit Navigating the path to expansion and market leadership, Callidus Electric has en- countered several roadblocks that are pivotal to its ongoing journey. Overcoming these roadblocks is essential for Callidus to achieve its goals of growth, diversi昀椀ca- tion, and market leadership. e an opporenture. — Jo Franz ak Brand Alignment with Ex- . T panded Services y As Callidus expanded from purely electrical services to include HVAC, and now aiming for further expansion into plumbing, tunit automation, and general contracting, a signi昀椀cant roadblock has been aligning their brand image with these broader offerings. The e a limitation and turn it into an challenge lies in effectively communicating this expanded capability to their existing and potential customer base, ensuring the market ak perceives them as a versatile and comprehensive service provider. T opporturn it into an adv Market Competition and Differentiation The building services industry, especially in sectors like electrical and HVAC, is highly competitive. For Callidus, standing out in a crowded market where many companies offer similar services has been a hurdle. This includes differentiating themselves not just In order to be irreplacable, in service quality but also in areas such as customer experience, one must always be different. technological advancement, and sustainability efforts. — Coco Chanel Recruitment and Reten- tion of Skilled Workforce Like many in the trades industry, Callidus faces the challenge of attracting and retaining a skilled workforce. This issue is com- pounded by a broader industry trend where younger generations show less interest in trade careers. Ensuring a steady in昀氀ux of skilled professionals is crucial for Callidus to maintain service quality and expand their service offerings effectively. As the team grows, maintaining the integrity and close-knit family ethos of the company is crucial. Additional factors Lack of budget & time Slowing rate of electrical industry growth OBSTACLES ARE OPPORTUNITIES Callidus Brand Journey COMPASS

Life is a journey and the path is never straight. Embrace the twists and turns and keep moving forward. — Itayi Garande +3.9% The growth rate in the electri- cal industry slowed in 2023 Competitive Landscape Company Services Branding Strengths Branding Weaknesses YES! Air Conditioning & Air Conditioning Comprehensive Service Offerings: The website clearly Website Navigation and Content: While comprehensive, Plumbing Heating lists a wide range of services in HVAC, plumbing, and the website may be overwhelming for some users due to the electrical areas, catering to a broad customer base. extensive list of services and information provided. Electrical Promotional Offers and Guarantees: Their site highlights Social Media Presence: Based on the search, their social me- Plumbing various special offers and promotions, along with a dia presence isn’t immediately evident or strongly highlighted 100% satisfaction guarantee, which can be appealing to on their website, which could be a missed opportunity for Air Quality potential customers. engaging with customers on these platforms. Trust and Accreditation: They emphasize their long-stand- ing service since 1977, high customer ratings, and various accreditations, including NATE certi昀椀cation, which helps build trust. South Coast Facility Mechanical Clear Brand Messaging: Their website presents a strong Limited Brand Storytelling: While the website highlights their Services Electrical commitment to excellence, safety, and the environment, services and commitment, it lacks a personal touch or story- which aligns well with their brand values. telling element that can connect more deeply with customers. Plumbing Diverse Market Segments: They cater to various sectors Online Engagement: Similar to YES!, their social media pres- Building Automation like education, government, healthcare, etc., showing ence isn’t prominently featured on their website. Engaging their versatility and broad market reach. content on social media platforms could further enhance Energy their brand presence. Quick Response Services: Emphasizing their readiness to dispatch teams 24/7 adds a sense of reliability and responsiveness to customer needs. 9

You just have to have the guidance to lead you in the direction until you can do it yourself. — Tina Yothers Efforts and courage are not enough without purpose Orientation and direction. — John F. Kennedy Callidus needs a cohesive brand identity that highlights their integrity, accountability, and family-oriented culture. The brand should communicate their technological ad- vancement and ethical practices. A modern, adaptable logo that can grow with the company is essential. Diverse services Callidus has expanded its services beyond electrical work to include HVAC, and aspires to expand to plumbing, automation, and general contracting. Ethical Approach You emphasize ethical contracting, which is a strong value proposition given the concerns around unethical practices in the industry. Comprehensive Solutions Once the expansion has happened, Callidus will be one of very few contrac- tors in the state offering a comprehensive range of services under one banner, which can be a signi昀椀cant differentiator. Family-Oriented Business You have a strong focus on family, with multiple family members involved in the business, fostering a close-knit company culture that extends to your internal team and customer relationships. Technological Advancement You express a strong desire to innovate and use technology to create a better future, particularly with a focus on green technology and conservation. Customer Reviews and Service Callidus prides itself on high customer satisfaction, with an emphasis on integrity and accountability, as indicated by their massive amounts of positive reviews. Success isn’t something that just happens. To get there, you must take deliberate steps in the right direction Innovation What sets Integrity Family-oriented Ethical Callidus apart Local Green Conservation To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity. — Douglas Adams Technological Advancement Callidus Brand Journey COMPASS

Tell the world who you are A brand personality that combines authority with acces- sibility, showcasing your innovative solutions and ethical approach. You’ll need a clear, standout logo that pays homage to your roots, aligns with your values and is adaptable for your expanding service lines. Connect with your audience Marketing efforts that highlight your unique selling propositions, including your full-service offerings and ethical, local, and family-owned nature. Convey your commitment to conservation. Demonstrate your local roots, skilled workforce, and family-oriented business practices. Expand seamlessly Create loyal return clients and referrals from your current happy customer base. Explore new markets in HVAC, plumbing, and general contracting for clients across the West Coast seeking comprehensive, innovative and eco-conscious solutions. Summary Callidus stands on a competitors, and communi- strong foundation of cates your vision of innovation growth, integrity, and and ethical service delivery family values. across the West Coast. The goal is to build a brand All that’s left is to do it! that re昀氀ects these attributes, differentiates you from 11

ONCE YOU HAVE TRAVELED, THE VOYAGE NEVER ENDS — PAT CONROY Destination Though there is always room for further exploration and growth, this is a sneak peak at what things will look like when you’ve reached the end of this particular journey. I’ve arrived. I’ve thrived. I’m proud of my work and how far I’ve come, and I’m proud of the way that I did it. — Bebe Rexha LEGACY & FAMILY INVOLVEMENT PERSONAL PRIDE AND ACHIEVEMENT The company being a family business with your stepdad starting You expressed a desire to create something larger and more it and other family members involved, you have built a brand that impactful than the current state of the business. This project wasn’t they can be proud of and that will stand as a legacy for your fam- just about business growth; it was also about personal ful昀椀llment ily’s efforts and contributions. and creating a signi昀椀cant mark in the industry. ETHICAL AND VALUE-BASED BRANDING PROFESSIONAL IMAGE & PERCEPTION Emphasizing integrity and family values has always been im- Callidus has moved into general contracting, and has a reputa- portant. Your core values are evident in the brand, re昀氀ecting the tion of being professional and well-organized. The brand re昀氀ects company’s internal culture and ethical approach to business. that you have your operations in order, which has built trust and saturation in new markets. Callidus Brand Journey COMPASS

Choose your path Since I know budget is on your mind, these are each separate offerings that could be implemented in order. If you’d like to go ahead and do it all right away, I could offer a $3,000 discount and do it all for $28K. These prices are good until the end of 2023. To lock them in, we’d need a 50% deposit for the 昀椀rst leg, or 30% deposit for the $28K deal. First leg Mid journey The long haul 5K 12K 14K This is the beginning of the road to This is where things heat up! Callidus This part of the journey is where we get Callidus started on the journey to will have a multi-service brand identity deliver the great news to the world! industry domination. that separates your various services while maintaining a cohesive feel.  Develop Company Mission,  Develop complete brand  Redesign Callidus website Vision, and Values identity for Callidus universe of to feature new brand, include companies - This will include expanded companies, improve  Create Premium Logo Suite everything in the Style Guide as user experience, and communi- that aligns with your values and well as Company History, Brand cate the company’s unique value is adaptable for your expanding Voice, Logo Usage, Imagery, proposition service lines Icons/Illustrations/Patterns, Ty- pography, Brand Implementation  Design marketing & social  Create brand color palette including stationary, uniforms/ media collateral for brand launch  Design wraps for Callidus ve- apparel, and brand swag hicles featuring the new branding  Deliver cohesive Brand  Deliver the above in a cohe- Guidelines that are expandable LET THE JOURNEY BEGIN sive Style Guide as the Callidus universe grows We know we are on the right path. Our journey is not 昀椀nished, but we have come a long way. — Muhammadu Buhari 13