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