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At Traction, we pride ourselves on a few things. Most of them are the usual suspects: excellence, creativity, efficiency, work ethic, etc.
One thing we don’t often talk about but has been on our website for 10+ years is a proper mix.
The foundation of which is the proper mix of people.
Of course, this mix has changed over the years, but it’s been one of our secret sauces and it has bled over into other aspects of what makes us, us.
Like a great recipe passed on through the generations, the perfect mix of people has evolved over the years along with the industry, our clients and our city. What has remained is that we have people dedicated to their craft. Many companies in this day and age concern themselves with diversity. We do too, but in a different way than that word typically conjures up. Diversity in age is something we’ve benefitted from for a decade or two, but of course, that leads to diversity in experience, too. We have veterans teaching newbs, and newbs teaching veterans. And we have everything in between, too. We range from the 60s down to the 20s and are proud of it.
We have people in their first agency job, and those who have been at multiple firms – both large and small. Furthering that, we have tried and true marketing types as well as people we’ve plucked from other industries bringing new and completely different perspectives to what we do.
And we have people that are formally trained (college) and people who completely skipped that step to get their feet wet early. Each brings different foundations and viewpoints.
So, when we say diversity, it’s far more than skin deep. The breadth of experience and viewpoints allows us to serve a wide variety of brands but is also reflected in the other elements that make us “us.
Next up is our recent rebrand.
When we went about searching for a parallel industry from which to draw inspiration, we landed on Industrial Design. For those who aren’t familiar with this new-ish buzzword:
Industrial design is a process of design applied to products that are to be manufactured through techniques of mass production.
That may not sound very inspirational at first, but think about the forward momentum product design has made in the past 10 years. Google Home. Nest Thermostat. Amazon Echo. The list goes on.
In researching these types of products, and how they’re marketed and packaged, we found just how well they align with Traction’s qualities of friendliness, a welcoming spirit, and authenticity. At the same time, the products are related to our strategic and problem-solving side.
This is what made industrial design for the home a perfect fit for us. It’s a mix of technical, smart, well-thought-out, but also welcoming, warm, and authentic. Glossy, smooth, technology-infused surfaces juxtaposed with raw elements and human lifestyle and texture.
Then there’s our place.
This little warehouse has treated us so well. And has recently stepped up to the plate to serve us even better with an expansion and full remodel!
It’s a healthy mix of creative and business. Industrial and modern. Light and dark. Fun and focus. Collaboration and articulation. It fosters all the great culture, we’ve strived to create and nurtures creativity as if it was designed to do so (it totally was).
We’re fortunate to have a broad mix of clients, too.
Different industries, types, sizes, and personalities. They keep us on our toes, offer new challenges daily, provide variety in the types of work we do each day, and teach us new ways to think about what we do and how we do it.
And our services are a broad mix.
Ranging from traditional through digital. Collaborative and solitaire. Creative and strategic. Technical and organic.
There’s never a dull moment when you’re never doing the same thing for extended periods of time. We get to be nimble and move from offering to offering, keeping us on our toes and educating ourselves about what’s next in this crazy-fast-moving industry.
Finally, our approach.
We approach everything above differently each day. There aren’t many rules in our industry or our business. So there’s always latitude to try new things and explore new ways to go about the usual things. It’s different for each client and each customer type with which we’re trying to connect.
If variety is the spice of life, then a proper mix is the spice of Traction.