Getting clients for a smile

When Paul Jamison re-established his strategic design firm, Corporate Creative, in January, most of the clients he had at Axiom Creative Group followed him.

But, to stay afloat, he knew he needed to find a way to attract new customers. "Snappy Clipman" came to his rescue.

Snappy is a two-paper-clips-stuck-in-a-pencil-eraser figure. Jamison sends out the figure to any potential client e-mailing Corporate Creative seeking information from the company's Web site, http://www.teamcreate.com. Jamison gains the contact information, and the potential client gets something that may bring a smile — and that also provides a sample of Corporate Creative's potential.

"Snappy introduced us to the marketplace," Jamison says, noting the firm has signed 10 clients since its rebirth. "It shows you can be creative with an eraser and paper clips."

Jamison operated Corporate Creative from 1989 to 2000. That's when he and friend Brian Hill joined forces to create Axiom in 2000.

But Jamison realized he preferred dealing directly with clients, not just managing a firm. He also preferred working with smaller clients, though he retains some large ones. His departure from Axiom was friendly, but it nonetheless caused Jamison a few sleepless nights. He and Hill still share a building and even help each other out.

Jamison started in marketing and design in 1983 with a Cincinnati company, doing PowerPoint and Macromedia productions, direct mail and even some annual reports. He started his own firm with a partner in 1988, expanded to Charlotte in 1989 and bought the local office from the partnership in 1994.

Corporate Creative's client list includes First Trust Bank; Apple Computer; Wishart Norris Henninger and Pittman; Profero Systems; Robinson, Bradshaw & Hinson; Titan Construction; Trammell Crow Co.; Ed Porter, DDS; and Carolina Made.

"There is a very fine line between what is creative and what's cool, and what is creative and strategic," Jamison says. "Anyone can do cool. If it has no meaning to you in the end, it serves no purpose."

Robinson Bradshaw & Hinson is a Charlotte law firm with an old-line reputation to uphold. When Yvonne Levine started as the firm's director of client development 31/2 years ago, she found some proofs of Corporate Creative's work. Jamison and his teammates then began creating brochures, information packets and ads for the firm, along with its Web site.

"We didn't want flashy, funky ads because we're not a flashy, funky firm," she says. "They helped move us in the right direction."