Troika Design Group
It should come to no surprise to anyone that the video I choose to watch was from an advertising agency. Since I entered into this program that is all I have been talking about working for. Looking at the Troika design group videos, it was like watching the Helvetica video all over again. Like in the Helvetica movie I was surprised to see that typeface used in so many different companies logos, I was very surprised that this one agency did so many television spots.
Troika Design Group is a company that focuses on commercial and television branding. Troika has worked with worked with companies like Fox, ABC, ESPN, Oxygen, and Tru TV. Troika is not a very large agency only having about 25 employees in its firm headquarters of Hollywood, California.
The structure of Troika is the one of its keys to its successes. The company combines creators, producers, and managers together to make a well oil machine. The creative side consists of designers, animators, writers, and creative directors that work to create the look and feel of the TV spots. The other side of the company is the production side that are made up with project mangers and account executives who are responsible for creating the budget, talking with clients, and setting a schedule and timeline for the projects.
Another key to the successes of Troika is its positive creative working environment. Combing three buildings into a very large workspace is a very unique idea. The east side of the builder sits the producers, the west side of the building sits the creative directors, and the middle of the building sits the designers and animators who inspire and help each other on each and every project. Even though the company is segmented off this does not stop the collaboration that is needed for the projects to be successful. Everyday the office as food order for lunch so that all the employees can eat together. This builds trust, friendship, and positive attitude towards your coworkers, which makes for a healthy work environment.
Troika is clearly doing something right. They are dominating the market when it comes to television branding. The company is young, hip, and vibrant; the only thing I can wish for is to work for a company like this.