Carmella Case Studies

Driving

Organizational Growth

METAFOR’s Transformation Through Strategic Leadership and Marketing

Intro

Background

Hospitality / Luxury Developer

METAFOR is a Calgary-based architectural firm known for award-winning design. As the company scaled, they saw the need to tighten leadership alignment, improve internal processes, and sharpen their marketing. That’s when Carmella stepped in.

The

Challenge

METAFOR was growing fast—but their leadership team needed more clarity, and their marketing wasn’t keeping up. Communication gaps, lack of strategic direction, and inconsistent brand messaging were slowing momentum. They needed expert coaching, streamlined systems, and a plan that supported growth without chaos.

Our

Approach

We joined METAFOR at the top—literally—with Carmella’s CEO stepping in as a fractional C-suite leader. Our strategy blended leadership development and marketing refinement:

Executive Coaching: Weekly alignment sessions with the leadership team

DISC Workshops: Strengthened team dynamics and improved internal communication

Marketing Support: Delivered strategy training, collateral upgrades, and brand alignment

Sales Process Development: Introduced frameworks to help the team close more confidently

Leadership
coaching

Strategic
marketing

Team
dynamics

The

Results

Revenue and team size grew by over 50% in 18 months

Leadership alignment led to faster decision-making and clearer strategy

Consistent brand voice and polished marketing collateral elevated industry presence

Internal communication improved, reducing friction across departments Culture and accountability shifts visible within 4–6 months
Leadership
coaching

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