Symetri Shows Off Technological and Creative Talents
January 17, 2001, High Point, North Carolina - Symetri, a Triad interactive company serving national accounts, launched its new corporate identity replete with new logo and website, www.symetri.com. Symetri, which will celebrate its second anniversary in April of this year, was recently cited as one of The Best Places to Work in the Triad by The Business Journal publication. Since opening, the staff has grown from 2 to 35 "We have seen exciting times during the past year or so," said Ron Jones, Jr. crusader-in-chief of Symetri. "Our phenomenal growth is the result of our commitment to creating the best possible customer experience both for our clients and our client's customers."
A new logo was the harbinger for a series of cultural changes within Symetri. Last year the changing company identity process began with a shift in focus to customer experience as the company's organizing principle. As part of the strategy to signify this reinvention of the company, its members decided to revisit Symetri's corporate identity as well. It was decided the logo needed to be basic enough to translate to wherever the company might evolve. Firestarter, John Peele, championed the idea of making the company identity less about the logo and more about the approach, the style, and the context. States Peele, "The logo can be hip, conservative, funky, fresh, old-fashioned . . . anything we need it to be. A changing logo color is not the norm for most companies' icons. However, Symetri feels the changing color of their logo is one of its most important qualities. While some logos attempt to be literal in identifying a company, Symetri's ever-changing world of inter-activity is supported by an ever-evolving logo."
A new website was borne out of the many staff conversations about improving communications. The site, www.symetri.com, not only provides an opportunity for Symetri to showcase their talents to current and future clients and employees, but also provides a highly efficient internal communications tool. Typical of most corporate websites there are case studies and profiles of current clients and recent press coverage of the company. Unusual, however, is that this site provides insights into the unique abilities of the staff. In the symetri.com "culture" section, the team members get to express their creativity, opinions, and latest experiments. It also hosts a "weblog" where anyone in the company can post what's on their mind or links to news and resources on the web, with commentary.
Underneath the public site lies a state-of-the-art Intranet for project management that allows everyone on board to participate in tracking daily work, as well as tools for sharing important information and knowledge throughout the company. Symetri plans to keep developing these tools for enriching and evolving the user experience. In addition, "Important to all of our creative endeavors is the depth and scope of the artistic abilities of those who serve Symetri's clients," stated Jones, Jr., adding, "We've found that each of our employees has multiple creative talents and our new website is a great venue for allowing our people to share those talents." Jones noted that potential and current clients enjoy seeing the broad scope of abilities of those working on their companies' projects.
As The Business Journal noted when presenting Symetri with its recent award, the work environment is quite "lively" and as Jones explains, "We want to make our clients feel as much a part of our culture as we do. If we can make it a great experience to be at Symetri, that makes it all the more likely for our clients and their customers to have a great experience with our work as well."
It is this environment that has cultivated the free-spirited thinking and behavior for which Symetri is becoming known. Clients seeking both technical and creative solutions are drawn to the sometimes unorthodox atmosphere to achieve the fresh ideas required in business today.
Symetri, based in High Point, North Carolina, is an Internet communication company which provides interactive technology solutions for its clients. It is one of a handful of companies nationwide which offers combined expertise in both interactive design and cutting-edge technology. Symetri has developed relationships with Thomasville Furniture Industries; Wachovia Bank; Sara Lee's Hanes Hosiery division; and Sealy, Inc. the country's largest and best-known bedding manufacturer.
