The Technology Revolution

Basel: Swiss Design?
Munich: Lesson in Identity.
Montreal: Joie de Vivre
Chicago:The Company that was.
Cleveland:From Blue to Red.
New York: The Master's Voice.
Greensboro: What's a Triad?
Seattle: Rains but Shines

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My first day in business took me to Goteborg, Sweden, where a joint venture of Volvo and General Motors was finalized and the work began on the new company's identity and product brands.

The development of company and brand identities was one of the pillars of Ade & Associates (A&A). The other two were financial and marketing communcations. My past experience allowed A&A to offer its clients the complete palette of creative services. Over a ten-year period the company's projects and clients included:

• Large-scale identity and brand projects for Volvo, The Timken Company, GenCorp and The MetroHealth System;
• annual reports for TRW, Rubbermaid. Telxon and Royal Appliance (Dirt Devil);
• marketing communications for Anco (Cooper Industries), Chicago Title and Trust, Crain's Cleveland Business, MKFerguson, University Hospitals of Cleveland and LTV Steel.

Managing Change
While serving these and other clients, the technology revolution began to effect every aspect of the business. Aside from the expense of hardware and software, there was the question of when and to what extent the transition to new working methods should take place. The danger of falling behind was as real as moving too fast turning the leading edge into a "bleeding edge."

Above everything else, the new tools had to be learned. Over time, we not only mastered them, but applied our new skills to a new medium: the internet. Although many of our client's were only vaguely aware of the new medium, we prepared ourselves for the day when they and other companies would be. The day came when we produced the first of three Web sites.

• A client is often the one person at the client who really wants to work with you.
• Never understimate the need for selling.
• Leading and motivating employees who depend on you personally is a heavy responsibility.
• Taking advantage of new technology requires a broader range of skills from everybody.
• Timing is everything.