Personal work
Ef ContractBranding Identity
Caleb as Brand Identity Strategist
Senior Content/Brand Strategist and Copywriter
From Fortune 500 companies to scrappy startups, Caleb partners with C-suites, creative teams, and agencies to shape stories that stick. Whether it’s brand messaging, pitch decks, or punchy website copy, the right words don’t just sound good – they help drive business growth. In other words… he writes the words that make clients money. His client roster is expansive, including Square, IDEO, Quicken Loans, HOK Architecture, Coviance, The Patriot Group, GreenTech Construction, and more. Other clients include Target, Ford EV, Malin+Goetz, MoMA, DXL, and Amazon Pharmacy. But he is just as inspired by clients who are rising stars across professional services, fintech, insurance, renewable energy, manufacturing, and mission-driven organizations in any industry. His work has been celebrated by AIGA, New York Type Directors Club, San Francisco Design Week, and with permanent inclusion at the Smithsonian’s National Design Museum.
The roles Caleb steps into. Select one to see how they work in it.
From Fortune 500 companies to scrappy startups, Caleb partners with C-suites, creative teams, and agencies to shape stories that stick. Whether it’s brand messaging, pitch decks, or punchy website copy, the right words don’t just sound good – they help drive business growth. In other words… he writes the words that make clients money. His client roster is expansive, including Square, IDEO, Quicken Loans, HOK Architecture, Coviance, The Patriot Group, GreenTech Construction, and more. Other clients include Target, Ford EV, Malin+Goetz, MoMA, DXL, and Amazon Pharmacy. But he is just as inspired by clients who are rising stars across professional services, fintech, insurance, renewable energy, manufacturing, and mission-driven organizations in any industry. His work has been celebrated by AIGA, New York Type Directors Club, San Francisco Design Week, and with permanent inclusion at the Smithsonian’s National Design Museum.
Selected work in this role
Interim Voice Lead at Square
Interim Brand Voice Lead for Square's first B2C product offerings, creating brand guidelines while generating marketing and sales copy
Lead Writer at IDEO
Shaped messaging from sustainable printing to global sustainability initiatives, plus a ghostwritten Hachette book on musician-entrepreneurs.
Messaging Strategy Lead at Quicken Loans
Led a collaboration of 5 agencies on voice and content development for community relations strategy and implementation.
Focus areas
Engagements Caleb delivered through Chameleon Collective.
Human & Personal Services
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Retail & eCommerce
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Retail & eCommerce
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Travel & Hospitality
Breeze Airways, navigating the competitive aviation sector, sought to differentiate itself through an unparalleled guest experience while maintaining brand consistency. Chameleon Collective's unique model, embedding experts within Breeze, ensured a transformative approach driven from within, spanning the Lead and Deliver service lines.In the "Lead" phase, Chameleon provided an interim Guest Experience team, conducting extensive research and collaborative sessions to define Breeze Airways' unique market position. This hands-on involvement established a robust design-oriented, customer-centric perspective.The "Deliver" phase encompassed various initiatives:1. **Design System:** A comprehensive review led to the establishment of a design system, including guidelines for visual communication, iconography, and voice and tone directives.2. **Guest Experience Vision Rollout:** A rollout plan was devised, enhancing performance measurement metrics and delivering a uniquely differentiated guest experience.3. **Educational Content:** A content strategy aligned with the guest journey, including a content calendar, educational content, and robust analytics setup to empower guests with knowledge.4. **Digital UX & Conversion Audit:** In-depth research on user behavior and UX audits optimized the booking funnel and mobile app, providing actionable insights for implementation.5. **Breeze Creative and Design Capacity Support:** Crafting brand guidelines and diverse branded materials ensured consistent messaging, extending from inflight resources to airport signage.The impact was transformative, clarifying Breeze Airways' brand identity and enhancing the guest experience. The collaboration led to improvements in Net Promoter Score (NPS), reduction in operational costs, and increased guest conversion rates. Breeze Airways is now positioned for sustained success, embodying Chameleon Collective's core mantra: Transform Business.
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Wholesale & Distribution
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Financial Services
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Personal case studies from Caleb’s career before joining the Collective. These were not delivered through Chameleon Collective.
Personal workEf ContractCaleb as Brand Identity Strategist
Chameleon Collective
Founder, Brand Voice Director, Strategist at 26 Tools
Director of Communications at EPB
Communications & Market Intelligence Director at Tricycle Inc
Professor of Communication Design at The University of Tennessee at Chattanooga
Marketing Director, States of Tennessee and Georgia at Leitner Williams Dooley & Napolitan PLLC
Interested in bringing Caleb onto your transformation? Let’s start the conversation.
