Bermuda Sun December 5th, 2001
By B. Candace Ray
From a nondescript, pale orange, box-like building on the corner of Middle Road and Cobb’s Hill, a ‘Land of Creativity’ startles behind the wooden-doored entrance at the back. No cyclone deposited it here, but a company called ‘emedia Bermuda Limited’ beckons nonetheless with tastefully hung colour, smooth rock shapes, artistic placement of furnishings and an air of excitement.
emedia came; emedia observed; emedia did something about the state of communications. What exactly is it? Who are they?
Four generation-X’ers comprise a team whose average age of 28 suggests forward, rather than backward thinking.
The formerly work-dissatisfied principals and their two colleagues portray a vital inquisitiveness and an associated inability to accept things as they always have been. Thus in January 2000, the graphic design, marketing, advertising and web design company was born.
Managing director Jennifer Ward and creative director Colin Murdoch started emedia, because as Ms. Ward explained: "Colin and I were sick of working for other people."
Mr. Murdoch told the Bermuda Sun he had in a previous position received resistance to doing websites.
"It’s really just the freedom to control what we’re doing," Ms. Ward said.
That ‘doing’ was readily expressed by team members, graphic designer Libby Cook and web designer Jon Legere.
"It allows me to develop many talents," Ms. Cook said. "I don’t have to do just one thing… I can be writing a radio script one day, designing posters the next… doing mocks for a website… photographing products for retail."
Mr. Legere described his involvement as: "Out of all the other places on the island, this place definitely offers a more exciting and diverse clientele, which leaves room to express and push boundaries and definitely create more dynamic and interesting web development."
emedia does not just think ‘outside the box,’ however, for the young firm, according to Ms. Ward, does everything a traditional advertising agency would.
And she added: "Not a lot of the other agencies do as many magazines as we do."
emedia prepares the layout for the Bermudian Publishing Company’s Bermuda Business magazine, as well as their World Rugby Classic publication.
"We’re just about to take over doing the Bermudian Magazine, which is very exciting," Ms. Ward said.
The firm also designs Bermuda Commercial Bank’s Annual Report. Here the managing director said they would like to expand on that aspect of their work.
In emedia’s own ‘backyard Bermuda,’ the talent/diversity cycle might be compared to the chicken/egg conundrum.
"Nobody really knows about us," Ms. Ward admitted. "Basically, we’re a multi-media company."
Noting the juxtapositioning of client with the team’s ability to serve that client, Colin Murdoch added: "Agencies overseas would have one type of client or one type of product, whereas locally — and not only in this office — you have a sort of a need to be diverse by the way in which the island works."
He said it has to do with the nature of the demands on an individual’s abilities, the combination that partner, Ms. Ward referred to as necessary to function.
She said: "It’s difficult down here to be an artist and just be an artist."
But as a result of its multi-talented expertise, emedia’s diversity of client has been carefully nurtured and is immediately apparent.
Retail firms like Kodak Express and Energizer are listed. The Financial Planning Association, Bermuda Air Conditioning, Bermuda Stripping and Refinishing, and Decisions Ltd. are also included. ISIS Limited and the Bermuda Sloop Foundation are in evidence on the non-profit side.
Mr. Murdoch and Ms. Ward were asked why they located their business outside the City of Hamilton.
"Because," she said, "we hate to commute, and we live right next door. We refuse to drive, mornings, into town."
She expressed the irony of emedia’s occupying the same building in which his great grandfather ran a grocery store and where, so many years later, her grandmother managed a cedar and gift shop.
The all-Bermudian team said they operate from a mostly e-mail base — if they want approval on an ad, for example. Thus the use of all lower case letters for ‘emedia’ seemed appropriate.
"In terms of websites and stuff, we’ve done projects where we’ve never had personal contact with the clients," Ms. Ward observed.
emedia’s very limited parking also ensures that what meetings do take place occur only by appointment.
"We never really have more than one client [on-site] at a time," Ms. Ward noted.
They may otherwise discuss strategies and marketing while visiting the client’s premises.
Though technically 9am till 5pm, the workday for emedia Bermuda Limited never complies with that ideal. Creativity always stretches beyond that parameter.
"We offer what other agencies don’t, the total package," Ms. Ward said. "We firmly believe in integrating a company’s messages across all mediums from newspaper to the web."
Jon Legere jumped in with: "As far as web technology, we’re utilizing all of the latest and greatest, cutting-edge stuff… People can come to us to get their website developed, and then they don’t have to look elsewhere to get their print, radio, TV ads. We can do it all under one roof."
The team’s personal goals easily translate into a synergy of emedia creativity.
Besides being a great way to make a living, Mr. Murdoch said of the business: "We’re trying to create an environment that will allow us to produce great work for our clients. That’s my mission."
Mr. Legere’s is in looking for growth while having the opportunity to work with and learn from exciting people. For her part, Ms. Cook is intoxicated by the creation of what she has imagined. And Ms. Ward, who might like to have a million dollars, said job satisfaction comes first. Thus the puppy and a coffee machine are part of the furnishings.
She noted that this sometimes ‘underestimated’ firm likes being ‘Beyond Hamilton.’
"We are far beyond people’s expectations," Ms. Cook added.
emedia’s nameless building with its ‘shades of’ a cedar and gift shop is easily located at 40 Cobb’s Hill Road. The Paget/Warwick boundary sign designates its corner.
For a ready appreciation of emedia’s creative quartet and its own ‘backyard Bermuda,’ call 236-2025.