Doomed. That was the prevailing mood at Color, a 50-person creative agency, when the pandemic shut its offices in Seattle and Los Angeles. “Among the many business fears that Covid brought on,” says Elie Goral, executive creative director, “the concept of needing to isolate our creative energy was one of the scariest. Creative ideation is that frenetic spark that happens when a group of people are together, face-to-face, beers in hand, pacing back and forth against a messy whiteboard.”

A “close-knit culture” had traditionally helped his colleagues share abstract ideas and feedback. He worried about the impact of remote working “without the ability to casually socialise in the spaces around our offices specifically designed for impromptu conversation”...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Sunday Times Daily.

Already subscribed? Simply sign in below.



Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now