Cramer Leads by Example with IdeaPaint
Cramer’s latest great idea started with about 50 square feet of space. With the help of IdeaPaint, it turned into something much bigger ...
A little about them: Cramer has become an industry leader for mastering the art of the all around. From producing TV spots (500 and counting for Jordan’s Furniture), to developing marketing strategies and campaigns for new products, to orchestrating everything that goes into a global business conference, Cramer has the brainpower and bandwidth to handle any of your corporate communications challenges.
How, you ask, can all of that happen under one roof? According to Derrick Wood, Senior VP and Creative Director, much of Cramer’s success can be attributed to the diversity of creative minds in-house and the unique ability to call on anyone's expertise during the brainstorming process. With an eye to the future, Cramer wanted to ensure this strength was maximized to keep them ahead of the competition. They decided to redesign a central location of the office to help encourage interdisciplinary communication.
Enter IdeaPaint™ whiteboard paint. Known for transforming neglected office space into prime real estate, IdeaPaint was essential in the creation of Cramer’s Innovation Lounge. Centrally located, it has become the office hub, a place where Cramer’s big ideas can come to life. Sometimes it is used for planning sessions and organized group meetings, other times people spontaneously gather. Message maps, staging layouts and serendipitous doodles now adorn various surfaces of their Innovation Lounge. This has not only enlivened the office environment, it has also opened up the creative process to everyone, helping to make the most of every creative brain in Cramer’s armory.
Says Wood, “IdeaPaint has democratized the brainstorming process. Anyone can hold a marker; anyone can stand up at the wall. It has brought people out of their offices, brought them out of their cubes.” Instead of confining ideas to the traditional space of a whiteboard, the screen of a laptop, or even the enclosed area of an office, the newly converted space allows people to actively engage with their ideas and their co-workers.
This creative spirit is well communicated to all who visit Cramer as the Innovation Lounge is front and center upon entering the office. It sends the message, according to Wood, that at Cramer, “you’re expected to be creative; it’s safe to be creative; you’re expected to be innovating and brainstorming.” This line of thought is unwavering. One of Cramer President Richard Sturchio’s guiding principles is that, “Creativity goes well beyond just the formation of an idea. It needs to be a true part of a company’s culture.” To this effect, Cramer has certainly succeeded. It is no surprise that they have won accolade after accolade for their creative and innovative solutions. In fact, a row of trophies for their successes now sits atop an IdeaPaint wall. Coincidence? We think not.
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