Building loyalty through values: How quality and care has driven Creative X’s success
Finding the perfect workspace for your company can be difficult, but when you find the perfect office, it can transform the way your company operates. Creative X prides themselves in remaining true to their values and so they wanted to find an environment that would support growth and allow them to feel a sense of community.
Jennie Stratton, the director of Creative X, shares how they hope Capital Space will be instrumental in the next stage of their journey and why SMEs seeking a flexible workspace should consider making the move.
Growing a business with trusted friends
Jennie went straight into brand print management after school and worked in the industry for many years with companies such as Twentieth Century Fox. It was after she was made redundant that she took the leap and started her own business.
After a few years, two of Jennie’s friends joined her in the business and they haven’t looked back. When asked what made working alongside friends so beneficial in growing a business she stated: “It’s just organic, we all have separate strengths that work well together. Wendy is the company manager – she makes sure everything is in order and running smoothly. Richard runs the purchasing department. He’s great at looking over the finer details making sure nothing is missed.”
Working with close friends can be fraught with complications, however, Jennie says that their strong foundation meant there is complete trust between them. What is more: “It makes coming to work lovely.”
Storytelling through merchandising
The merchandising industry is highly saturated, with many website catalogue companies offering standard, off-the-shelf products. For Creative X, that’s not what merchandising is about, but instead, an opportunity for businesses to show their brand and values through gifts. “Why gift something you wouldn’t want to receive? Let’s not just stick logos on something – let’s make it unique,” says Jennie.
In a world where we constantly consume and re-purchase, Jennie emphasises the importance of creative products that are retainable and will bring value. This is why the process of building relationships with their clients is just as important as creating the products: “We like to work collaboratively with clients, if we are working with a film company, we will go and watch the film to get a feel for what the product should be and the messaging it should carry.”
Building these relationships with their client has been invaluable because it’s been word-of-mouth that has brought them clients such as Selfridges and Google.
However, Creative X want to focus on bringing all business ideas to reality: “Every client is important to us – whether you are a two-man brand or a big blue-chip business – the story is just as easy and exciting to tell.”
Moving into a services office space
When looking for an office space, Jennie wanted somewhere that would be central to all three of the directors, which is why they started looking within Croydon. Despite having looked at other office spaces, Jennie found that they all connected with the office at Capital Space: “We all got a good feeling from that specific office space, it was warm, comfortable and a clean environment. We also have a little outdoor space.”
Krystyna, the centre manager at the Capital business centre in Croydon, was also a key reason why they moved in: “We all connected with Krystyna, her team were so helpful. They are very reactive.”
Capital Space has been prioritising its eco-initiative within the centres to help build clean community spaces that encourage people to get out into the fresh air. Jennie found the garden area and greenery to be a key factor in their move to the centre, as well as the community feel: “It’s nice to have everyone around, you go to the café and everyone’s there and we’re even having a Christmas party. These are the things you just don’t get when you work in your own self-contained office.”
Business tips for the creative industry
In the creative industry, there is the worry that AI will replace them. However, said Jennie, “Nothing will replace the personal touch you can give that AI can’t. No two companies are the same and so no two pieces of merchandise should be the same.”
She also believes that choosing your partners well is key to success. Find people who will balance you out, who are great at the things you may not be so good at. This allows you to all prosper in your designated roles. Moreover, when it comes to growth, it’s important to not dilute your messaging and values.
And most importantly, when it comes to merchandise, it doesn’t have to cost the earth. If the gift has relevance, is useful and a quality piece it will be received well.
