Austin, TX – March 25, 2025– Today, Vera Bradley – a leading designer of women’s handbags, luggage and other travel items, fashion and home accessories, and unique gifts – announces it has named CALLEN as its lead creative agency.
Founded in 1982 by Barbara Bradley Baekgaard and Patricia R. Miller with just $500, Vera Bradley draws its name, look, and feel from Barbara’s mother, Vera. Vera Bradley has remained a beloved brand for decades. After launching online sales in 2004 and going public in 2010, the company is evolving its brand and products to stay modern and grow its audience. To lead this next chapter, Vera Bradley has appointed CALLEN as its creative and strategic partner.
“CALLEN excels at creating buzz and increasing relevance with today’s consumers – while helping brands stay true to their roots. We’re focused on meeting the needs of today’s dynamic woman, while honoring what Vera Bradley has meant to generations of women,” said Alison Hiatt CMO, Vera Bradley. “We’re thrilled to partner with Craig and the team to leverage our heritage while appealing to a whole new generation.”
CALLEN will solidify Vera Bradley’s status as a heritage brand, strengthening its community and weaving the brand into culture. The Austin-based creative agency will help redefine what the brand means to both loyal fans and a new generation of consumers.
“Vera Bradley is a testament to what it means to be a timeless brand – one that has built a passionate community over the years that is ready for the next step in their journey,” said Craig Allen, Founder and Chief Creative Officer of CALLEN. “We’re excited to help write the next chapter of its story by building on an already avid community of Vera Bradley fans.”
The first work born out of this partnership will launch this fall with additional rollouts to follow.
ABOUT VERA BRADLEY INC.
Vera Bradley, Inc. is a leading lifestyle company that offers a breadth of iconically casual, colorful, and thoughtfully designed pieces that support self-expression. With a devoted, emotionally connected, and multi-generational customer base, Vera Bradley is a brand that celebrates individuality through bold patterns, vibrant colors, and innovative designs.
Founded in 1982 by friends Barbara Bradley Baekgaard and Patricia R. Miller and based in Fort Wayne, Indiana, Vera Bradley is known for its distinctive handbags, luggage, travel accessories, fashion and home goods, and unique gifts. The brand’s deep-rooted commitment to community, connection, and charitable giving continues to inspire and resonate with customers around the world.
ABOUT CALLEN
Founded by Craig Allen in 2017, CALLEN is an Austin-based, independent creative lab. We make eccentric work that turns heads and gets people talking with our signature “stupid smart” approach, turning simple yet brilliant ideas into memorable campaigns for U.S. and global brands. Our client relationships span different industries and brand life stages, from newer brands like OOFOS® and OLIPOP to more established companies like Supercell, and Disney+.
CALLEN is more than an agency, functioning as part production studio, part strategic brand shepherd, and part entrepreneurial incubator. Our team also develops original, innovative ventures like Bijan Mustardson, our own CPG brand including gourmet mustards, merch, and more created in partnership with current Atlanta Falcons running back Bijan Robinson.
Learn more at www.thisiscallen.com.
