Less a creative agency and more a creative lab, Callen puts a premium on innovation and eccentricity.

One prime example of this is the Austin-based agency’s recent reimagining of the Nickelodeon “Splat” logo, in which slime acts as a conduit to fun and imaginative play, as part of a rebrand for the popular kids’ entertainment brand.

Another is Callen’s 2023 SXSW “Lostin” activation, an art installation vending machine that sold products from former Austin businesses pushed out by gentrification. The merch included a popcorn-scented candle from a theater and an old tire store’s air freshener. Proceeds went to E4 Youth, a nonprofit and frequent Callen partner that provides young Austin students with digital skills.

“Investing in the future means committing to projects that empower emerging generations,” Callen wrote in its entry.  

The agency is also focusing on the future with its other projects, which are all contributing to the shop’s expected 15% revenue increase this year, after 40% growth last year.

In 2022, Callen worked with Bijan Robinson, the University of Texas running back, on his mustard business, his first partnership deal under new NIL regulations.

Callen also teamed up with Ibotta, the cash-back shopping company, for its first brand awareness campaign at a time when consumers were looking to save a buck. Callen said the push contributed to a 641% increase in Ibotta app downloads compared to previous efforts.