Founded in 2008 and based in Dallas, Texas, Caliber Creative® has developed strategic and award-winning design work for a diverse collection of brands and clients.
Our passion is to craft brand stories from the ground up. From initial concepts through final execution, Caliber defines a brand’s voice, personality and style through a variety of deliverables tailored to meet the established goals and objectives.
Need to support an already existing brand? No problem — we’ve got it covered. From research and strategy to advertising and marketing collateral, we can bring new ideas and campaigns to the table while remaining on-brand to the target audience.
How does brand voice and tone translate to the ever-evolving digital space? It’s a challenge Caliber embraces on a daily basis, and as the rules change, so do we. Whether a mobile-friendly website design is in order or a digital strategy needs to be employed, we’re committed to keeping the brand relevant.
Caliber has always worked nationally with a diverse client base, and that diversity helps keep us sharp.
Sally Beauty Holdings
Texas Trust Credit Union
SoftLayer / IBM
The Four Seasons Hotel
Mary Kay Cosmetics
Bull Durham Beer Co.
Deep Ellum Brewing Co.
Xenia Hotels & Resorts
Yellow Rose Distilling
Southern Glazer’s Wine & Spirits
Tri Tip Grill
XTO Energy / ExxonMobil
The Caliber team represents some of the best, most diverse talent in the industry. We take pride in crafting award-winning work, while having fun doing it.
Brandon is surprisingly logical for a right-brain thinker, which has certainly come in handy in the 12 years since he opened Caliber. With over 25 years of industry experience, he’s worked with too many brands to count, including Southwest Airlines, Exxon Mobile, TGI Fridays, Trader Joe’s, Total Wine & More and Dickies Clothing, to name a few. As Caliber’s Principal and Creative Director, he helps lead the team from initial brainstorm through final design execution, drilling deep and dreaming up brands that align with each company’s specific DNA. Brandon prides himself on being “a forward thinker who hits deadlines or dies trying” (and by all accounts, he is still very much alive). When he’s not working, you might find him lecturing or advising at the University of North Texas, biking around White Rock Lake or spending quality time with his family.
Erin is both intrinsically altruistic and hyper-analytical, leaving no client unaided and no stone unturned. With several years of industry experience, she’s seen firsthand how daunting brand development can be for a client. As Caliber’s Account Director, she serves as our in-house sherpa, guiding clients through the branding process—making it painless (some might say downright enjoyable) for all. Born and raised in sunny Los Angeles, Erin traded palm trees for cowboy boots when she moved to Fort Worth to attend Texas Christian University. Her collaborative spirit and attention to detail make her perfectly suited for her role at Caliber. When she’s not working, she might be found cask sampling the next barrel-aged bourbon to recommend to her friends or checking out the fare at a new local restaurant.
As one of Caliber’s Graphic Designers Syd’s enthusiasm, adventurous spirit and strong sense of wonder are all qualities that serve her well. She consistently brings a fresh unexpected perspective to projects—not just thinking outside the box, but ignoring the box altogether opting to explore new territory. She’s always eager to “dig in” on an assignment, and innately serves as the office cheerleader when one of her peers throws out a good idea or needs a bit of encouragement. Syd earned a BFA in Visual Communications from the University of Texas at Arlington, and she credits her brother for inspiring her to pursue a career in graphic design. In the wild, Syd can be found drumming, caring for her rescue turtles and trying not to fall off of her longboard.
As a Graphic Designer at Caliber, Hana finds meaning in helping and connecting with people, while her creative spirit is fueled by her desire to learn, grow, and create that custom-fit, perfect solution. She received her BFA in Communication Design from the University of North Texas, where she combined her love for design and retail by studying graphic design and merchandising. Constantly striving for the wonderful and challenging, Hana listens intently and anchors in the fine details. She believes in the power of visual storytelling and revels in simplicity and nostalgia. When she’s not pushing pixels, Hana can be found rock climbing, roadtripping, or vintage wardrobe hunting — but if she were to rate her obsessions, it would be design, boba tea, and a good hat.
Kris Murphy is a writer with a strong background in graphic design and visual communication. From headlines and websites, to brochures and marketing materials, she loves it all. Her strength lies in her ability to translate information into compelling yet practical language that resonates with its audience. Whether starting from scratch or copy-smoothing provided content from multiple sources, Kris has gift for unifying content under one voice. After years of designing at top Dallas agencies and design studios she eventually made the shift to writing. Her experience as a designer helps her think through how a message might be visually presented. And with 25 plus years in the industry, she “gets” the need for a concise, easy-to-follow hierarchy of information. She still loves a striking layout—she just wants to write the copy.
As a promising addition to the Caliber design team, Gina Lecca has hit the ground running. With a degree in communication design and an art history minor from the University of North Texas, Gina is on track to make her mark as a gifted designer. Approaching every project with enthusiasm and genuine excitement, Gina’s creative solutions are fresh and inspired. Her natural sense of design is complemented by her skills as an illustrator. Originally a self-taught artist, Gina credits her dad for her pursuit of a career in the arts, saying he has always encouraged her to explore and create, and she loves that she has the power to evoke emotions in others through her work. When Gina is not doing artsy stuff, she enjoys being outside or going out for really good tacos.
Ginger is a “chiweenie” mix with some serious street-cred. (She was literally living on the streets with no ID when she introduced herself to Brandon.) Standing at a staggering 7 inches tall and weighing just under 12.5 pounds, Ginger brings a fresh perspective and fighting spirit to our team at Caliber. Ginger’s office duties include licking plates before they go in the dishwasher, napping, chasing rabbits off the property, greeting clients, and protecting the team from would-be intruders (or any courier who might try to enter the office too abruptly.)
In addition to our own incredible internal talent, we’re fortunate to have access to a gifted team we’ve deemed the Caliber Collective™ — a team of friends and highly experienced peers with whom we share mutual goals and principles. We respect, admire and look out for each other. Their experience puts them at the upper echelon of creatives, making them a valuable resource to us. Their respective skills aid in shaping brands, messaging and creating superior design. Through copy and engaging visual — the talents of the Caliber Collective™ improve any marketing and branding efforts. When we invite them to collaborate on a project, they bring their collective talents to the table to join us in creating the best product possible.
As a graphic artist, Lily Smith-Kirkley is a multi-faceted gem and a valuable asset to any team. With nearly two decades of experience, Lily has polished her skills as a strategic thinker, an excellent designer, an inspired illustrator, and an art director whose finished pieces always stand out. She loves getting to know her clients and learning about their businesses. Helping build a brand from the ground up and knowing she has played a part in the success of one of her clients gets her particularly stoked. Lily is always creating in one form or another and is also the driving force behind Lilco Studio where she sells her own letterpress prints, paintings, and other products. Her work can be viewed at lilysmithkirkley.com and lilcostudio.com.
Stephen Zhang is known for his unique approaches to design and conceptual thinking. Born in China, Stephen graduated from Luxun Academy of Fine Arts. After moving to the states, he received his MFA degree from the University of North Texas. Stephen has been Vice President and Creative Director at such companies as Fossil, Filson and Lodge26 Branding Agency. He currently is an assistant professor at University of North Texas, where he is mentoring a new generation of designers (who are very fortunate to be taught by such an incredible talent). Stephen continues to do brand consulting and painting. Additionally, he is possibly one of the nicest guys you’ll ever meet who has a way of making you feel good by just being around him.
Wayne is a communicator. Over a long career as a freelance copywriter, educator, workshop facilitator, and consultant, Wayne has developed an approach that gets to the essence of a client’s story—their reason for being—and then translates that kernel into simple, clever messages for audiences. In Caliber-speak, he prefers focused single bullets over a shotgun approach. While others are busy throwing ideas at a given problem, Wayne is likely sitting in a comfortable chair—turning the thing over in his mind until the most logical and elegant solution reveals itself. This makes him very good at solving communication problems for organizations and pretty bad at anything requiring cat-like reflexes. Wayne is pursuing an MFA in Visual Communication, and plans to share his passion for clarity from a mid-century modern ivory tower.