“Switch wasn’t trying to sell us anything.
They sat. They listened. We spoke. We learned.
And now, we’re better for it.“
Brett Turner,
Co-founder and CEO
The scenario: Great work, but stagnant growth.
Brett Turner, CEO, and Austin Gregg, COO, have built something remarkable at Kalon. Since 2013, their consultancy has grown steadily to a team of 23, earning respect for their thoughtful approach to helping businesses design better ways of operating. They had a defined mission statement, clear core values, and a track record of delivering exceptional results for their clients.
But they quickly realized what got them here wouldn’t get them there.
“We were experiencing a growth plateau despite doing good work,” Brett explains. After years of relying on word-of-mouth referrals, Kalon found themselves at a crucial juncture. They needed a more sustainable and strategic approach to sales and marketing that would help them transcend to their next phase of growth.
Their goals were clear but ambitious:
- Generate more leads from net-new customers
- Improve their standing at the negotiation table
- Grow their current clients
- Increase referrals from existing relationships
What they lacked wasn’t talent or capability: it was a cohesive strategy that could amplify their existing strengths and translate their values into compelling communications both inside and out of their organization..
The scenario: Great work, but stagnant growth.
Brett Turner, CEO, and Austin Gregg, COO, have built something remarkable at Kalon. Since 2013, their consultancy has grown steadily to a team of 23, earning respect for their thoughtful approach to helping businesses design better ways of operating. They had a defined mission statement, clear core values, and a track record of delivering exceptional results for their clients.
But they quickly realized what got them here wouldn’t get them there.
“We were experiencing a growth plateau despite doing good work,” Brett explains. After years of relying on word-of-mouth referrals, Kalon found themselves at a crucial juncture. They needed a more sustainable and strategic approach to sales and marketing that would help them transcend to their next phase of growth.
Their goals were clear but ambitious:
- Generate more leads from net-new customers
- Improve their standing at the negotiation table
- Grow their current clients
- Increase referrals from existing relationships
What they lacked wasn’t talent or capability: it was a cohesive strategy that could amplify their existing strengths and translate their values into compelling communications both inside and out of their organization..
The beginning: A personalized assessment that built trust
The partnership between Switch and Kalon began in the most human way possible: with genuine insight and personal connection.
Austin discovered a LinkedIn post by Switch’s Rik Muscat Azzopardi, which offered a free assessment, no strings attached. What followed revealed instant synergy between the two teams.
“We were impressed by the initial conversations, in-person discovery proposal, and 20-point analysis Rik and the team provided,” Brett said. “Their assessment was insightful and personalized, and we felt a strong sense of trust and alignment with Switch’s approach. They understood who we were, understood the position we were in, and the things that we needed to do to take some steps forward.”
Both Brett and Austin knew where their strengths lay and what their resources allowed… and they knew they needed help marketing themselves. But they also knew they wanted more than a traditional agency to outsource work to.
“This wasn’t just about finding a marketing agency for us,” he insists. “It was about finding partners who understood our values and could handle the various aspects of marketing we lacked in-house expertise for.”
The approach: Deeper discovery
Switch’s approach began with their comprehensive 20-point analysis, designed to identify specific areas for improvement. But the real breakthrough came during a two-day in-person discovery session with Ed and Rik in Georgia, in the southeastern United States. (Much to Austin and Brett’s delight, Rik and Ed flew out to meet them mere days after their initial virtual meetings, turning into students of a new geography and culture upon arrival.) “We had a great time showing them around town and, of course, enjoying some authentic southern BBQ,” Brett laughed.
The methodology of the two-day intensive wound up offering unexpected gems, thanks to its excavation and eventual establishment of an in-depth brand foundationask. The aim was to move beyond surface-level communication issues and delve into Kalon’s core identity — who they are and why they exist.
“The format was free-flowing, allowing for deeper conversations and unexpected realizations,” Brett remembers. “We started by defining Kalon as a person and exploring the company’s fundamental purpose. They asked the right questions at the right time.”
This process helped Kalon gain clarity on their identity, which in turn informed who they should engage with, pursue, and advocate for.
A curated Catalyst engagement
Primary and secondary colour palettes form the mainstay of the brand and product hierarchies. We were true to the heritage palette for all parent brand applications while adding a beautiful secondary palette for all of the brand’s product stream communication.
Following the analysis, Kalon moved into a focused Catalyst engagement with Switch: a proven transformative journey designed to bring clarity, purpose, and sustainable growth for businesses. The Switch Catalyst process typically has four flexible, bespoke phases that can take anywhere from a few weeks up to a year. Switch adapted their Catalyst protocol to meet Kalon’s immediate needs and budget considerations, creating a two-month process focused on the most urgent priorities:
Month 1: Foundation building
- Brand fundamentals brush-up
- Identity and narrative refinement
- Core purpose articulation
Month 2: Strategic implementation
- Positioning and target audience definition
- Comprehensive communication strategy development
- Lead capturing mechanisms
- 90-day implementation plan
The collaborative nature of this work was crucial. “The identity work forms the foundation for subsequent strategies,” Ed notes. “The initial output was a brand document outlining Kalon’s purpose, values, personality, and tone of voice.”
The breakthrough: Discovering purpose
Despite Kalon’s early investment in building their brand, foundational work with Switch revealed something they had always felt but never clearly expressed: their core purpose as “designing a better way of doing business.”
“This realization came from discussing our inherent desire to improve processes and identify better solutions for clients,” Brett reflects. It was a simple statement that unlocked everything else, from messaging to audience targeting to internal culture.
But the impact went beyond marketing. “Reflecting on Kalon’s purpose led to insights about our team and creating a positive work environment,” Brett explains. “This introspection influenced our leadership approach…. In everything we do, we aim for Kalon to be a transformative and positive experience for employees — maybe even the brightest spot on their resume.”
The Results: Clarity as a growth catalyst
The work with Switch created both immediate wins and lasting transformation for Kalon.
Qualitative wins: Confidence and support
“I feel well-supported and confident in Switch’s work quality and understanding of our business,” Brett shares. “With Switch, we get consistency, high standards, and high-quality content delivery that aligns with our values. Even when Austin and I had a two-week absence, work moved along without a hitch.”
A key example of this is the newly implemented, synergistic design process between Kalon’s internal teams and Switch’s design studio. Due to Kalon’s limited in-house resources, Switch supplements Kalon’s creative capacity without introducing process friction (an example of this looks like a direct chat group between Switch and Kalon’s in-house designer to share progress, resources, and new communication assets (both internal and external).
The clarity gained through the discovery process also led to concrete changes in how Kalon operates:
- Austin increased his engagement in sharing leadership insights on LinkedIn
- Implementation of a ‘team leads forum’ to create space for, and develop resources to help managers at the company lead their teams well
- Formalized internal leadership discussions and practical guidance for team leaders
- A more authentic voice in marketing efforts, even for team members less comfortable with social platforms
Quantitative results: Early indicators of success
While the partnership is still relatively new, early quantitative wins are already emerging. Kalon has seen:
- A significant increase in webinar registrations attributed to Switch’s proactive outreach
- A strategic identification of promotional opportunities leading to higher engagement
- Improved content performance across channels
The bigger picture: A sustainable growth foundation
Perhaps most importantly, Kalon now has what they came looking for: a sustainable foundation for growth. Ed summarizes their key outcome as “clarity leading to sustainable business growth.”
The comprehensive communication strategy developed by Rik and the Switch marketing team creates a framework for all future communications: talent acquisition, business development, PR, and internal communication.
Looking forward: A foundation for continued success
Sometimes the most successful businesses don’t need to be rebuilt from scratch. They need partners who can help them articulate what they already know to be true, then create strategies that amplify those existing strengths.
For other businesses facing similar challenges like steady growth that has plateaued or strong values that need clearer expression, Kalon’s journey with Switch offers a roadmap: a clear identity, strategic communication framework, and ongoing, collaborative partnership are keys to building a crucial foundation to business growth.
Kalon’s way isn’t just a better way. It’s theirs.
Switch works with purpose-driven businesses to tell better stories that drive real results. If your business has hit a growth plateau despite doing good work, we’d love to explore how clarity and strategic communication can unlock your next phase of growth.
