17 Syllables is an independent consultancy that helps purpose-driven brands scale with its proprietary Full Stack Brand Playbook. Full Stack Branding is a disciplined practice that has been developed over several decades. It pulls together key concepts from philosophy, psychology, and architecture; and has been developed with practical trial-and-error results from the brand and agency side. Full Stack Branding has been successful in growing a number of brands in a diverse range of industries including outdoor, financial, and health care. Full Stack Branding has helped successful brands like Nike, Umpqua, Zoomcare, and KitchenAid as well as numerous start ups.
17 Syllables was founded by Steve McCallion.
Steve started his career as an architect. While practicing and teaching architecture he developed a way of making meaningful objects and experiences using the teachings of Carl Jung, Joseph Campbell, and Abraham Maslow. He saw an opportunity to apply this approach to creating meaningful products and experiences for brands, and helped scale a product design firm into a global brand, design and innovation agency recognized by Fast Company, IDEA, AIGA, and other design organizations. As ECD he led creative strategy and execution for a number of brands including Nike, Coleman, Umpqua Bank, and Whirlpool.
After 17 years on the agency side, he crossed over to the brand side where he held key leadership positions (president, CMO, and CPO) and drove brand growth for purpose-driven brands including Keen Footwear, Chrome Industries, and Zoomcare.
Through trial and error he created the Full Stack Brand Playbook and helped scale established purpose-driven brands as well as smaller brands. Steve started 17 Syllables to help purpose-driven brands scale without losing their souls.