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VOL. 127 | NO. 240 | Monday, December 10, 2012

Uniquely Creative

Paradigm Marketing & Creative celebrates 20 years in business

By Sarah Baker

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The freshly painted walls at Paradigm Marketing & Creative include the definition of creativity spelled out to serve as a constant reminder of the 20-year old firm’s mantra.

Paradigm Marketing & Creative’s newly renovated office space is clean and modern, and includes interactive and team building areas. The full-service boutique marketing agency spent $70,000 on office upgrades.

(Photos Courtesy of Jason Lee of Paradigm Marketing & Creative)

“The ability to transcend traditional ideas and to create meaningful new ideas,” the wall leading into the newly refurbished kitchen area reads.

The full-service boutique marketing agency recently completed $70,000 worth of office renovations at its headquarters in Southwind Office Center, 8275 Tournament Drive, owned by Highwoods Properties Inc.

Paradigm installed dry erase walls, brainstorming areas, a drawing table for logo and website sketching, a new conference room and knocked down several walls to allow for more open collaboration between employees and clients. The agency also enhanced the finishes, added retro furniture and pops of its red and black company colors throughout its 3,596-square-foot office space.

“We wanted an office that was a little more conducive to the way we work, which is really very collegial,” said founder and chief idea architect Charles Gaushell. “We wanted to keep it clean and modern. It’s a real interactive space.”

Gaushell worked with senior 3D artist Jason Lee to develop the 3D illustrations for the upgrades before taking the plans to The Crump Firm Inc. for final design. That gave the nine-employee Paradigm team a preview of its updated digs and helped contractor B & B Specialty Contractors Inc. with materials, pricing and construction.

The majority of Paradigm’s clients come from the areas of real estate and development, hospitality, medical, biosciences and other service-related industries. The firm works mainly with business-to-business companies.

“One of our things is really helping companies clearly differentiate who they are,” Gaushell said. “Because we’ll see a lot of times our clients, especially in this economy, they’re still ... making various statements that they can’t back up and they’re not necessarily talking about benefits.”

Paradigm held an open house Thursday, Dec. 6, to celebrate the firm’s 20th anniversary as well as the completion of $70,000 in office renovations at its Southwind headquarters.

Paradigm uses the real estate design/build five-step approach as a metaphorical check list as it advises clients. First is blue print and foundation, where the company figures out its message of what sets them a part from its industry peers.

Next comes framework, analyzing different angles and deliverables, “but not so much how it looks yet,” Gaushell said. The façade is the fourth step, then finally maintenance and modifying the message over time.

“What happens is a lot of companies jump straight to what just makes them look good, but they don’t have the foundation and messaging that really supports that,” Gaushell said. “We know we do good graphics work, but if you just jump to making it pretty, you’ve really missed it.”

Paradigm, founded in 1992, has provided marketing and graphics work in 34 states and nine countries. In September Paradigm Marketing & Creative opened a satellite office in Dallas to expand its business and gain clients in a growing market area.

It’s just one of the ways the agency has kept its own message fresh and evolving.

“When we started, it was mostly 3D work,” Gaushell said. “We started building websites in ‘95 and doing interactive exhibits for the Children’s Museum in ‘96, Smith & Nephew in ‘96. We’ve done a lot of these components since early on, but we really went from more of a direct service company, providing the 3D services and the graphic services, to a full consulting company.”

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