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Changing Places Changes Perceptions

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Case Study

Concept A worked with an interior design consultant, who studied how the graphic design firm’s employees worked. Then, given the square footage of Concept A’s new location, he created an office plan consisting of a variety of settings tailored to the firm’s day-to-day operations.

The finished space also delivers what Owner/Creative director Andrew Dull hoped for when he took on the relocation project—another tool for attracting and retaining top talent.

What were some of the challenges that your previous location presented?

Dull: Every time we brought somebody in for an interview, I felt like I was working to sell our space and our studio, rather than giving the candidates an opportunity to sell themselves. I felt that we needed a space where people walked in and said, “I want to work here.”

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What was the tipping point that led you to decide to move forward with the acquisition of a new space?

Dull: It quickly became clear that 1,000 square feet maxed out at five people. We were on top of one another. We overheard every conversation. We only had a single, shared bathroom. It just became problematic. 

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How has the new space worked out?

Dull: We’re just settling into it, so we’re still in that stage when we’re discovering how well the space supports how we work. But I feel really good about the way it feels. I think the space will drive opportunity. Being in a small town in the Midwest, we have a tough time attracting top talent. So you need other things working in your favor.

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Your space and your furniture can do a lot for your brand perception. That impacts everything from recruiting and business development to employee satisfaction and retention. So we needed to find and furnish a space that could support where we are today and sustain us as we continue to grow.

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