Recently I completed a corporate identity piece for Generation Companies, a hospitality company headquartered in Durham, NC. After Skyping with the owner and talking with some of his partners, it became very clear that the unique, value-centered culture of the company needed to be present wherever possible in the finished piece.
I felt like we had to get a sense of what Generation stood for in the world–and why that helps make them special–if I was going to capture the essence of their business. I needed to make their culture a central character in the film.
Fortunately, as I began to interview more and more folks in their organization, it became easier and easier to do just that. They’ve got a great leadership team, they treat people fairly, and it trickles down to everyone working there.
In the film the owner talks about the balancing act between genuine concern for staff and the unswerving expectation that benchmarks will be met. It was pretty heartening to see how powerfully the culture of respect for others permeated not only their HQ building, but was also present in their properties hundreds of miles away. I’d certainly like to see that atmosphere cultivated in other organizations, too.