Fostering “Non-Corporate” Cultures

Originally published in Steelcase’s 360 magazine

A casual, non-corporate environment, or what we’re calling “startup culture,” is a highly prized component of countless entrepreneurial ventures. It puts personalities on display and allows people to have fun together and work in ways that best suit them. This culture translates as “unbuttoned and non-corporate” -a flexible, authentic environment that engages employees, allowing them to experi­ence a sense of meaning and belonging.

“We believe that space is a tool to build culture, engage human capital and, over time, improve a brand,” says Kelly Ennis, founder and managing principal at Baltimore’s The Verve Partnership, a client-focused architectural firm dedicated to mar­rying design-driven conversations and strategic business opportunities. As a designer, Ennis recognizes that achieving startup culture requires intentionality.

“Brand is more than just a logo on the wall or a certain color of paint. It’s who you are at the heart and perhaps more importantly, who others think you are,” says Ennis. “Culture and identity are so intertwined, and that’s where architects and designers can really help by providing a place that reflects and engages both of those things equally and authentically.”

“Our protein bars only have six to eight ingredients. They’re very clean and include only the highest quality ingredients. When we planned our office, we wanted to reflect the very thing we are deliver­ing to the market, so we created a physical space that’s really clean, modern and simple,” explains McBride. “Our customers can see that for us, quality and simplicity extend beyond what’s inside the wrapper and into our daily surroundings. It’s authentic because we’re living what we sell.”

A recent study conducted by turnstone of over 500 small business owners confirmed this important connection. The study found that 80 percent of respondents recognize that physical space plays a direct role in fostering vibrant culture, while 90 percent stated that culture is not just a great perk but an important contributor to the success of the company.